Staples’ 40‑Year Milestone Comes With a New Brand Platform Designed to Help Businesses Stop Choosing Hard
MARKETING
Staples’ Hard vs. Easy campaign brings to life the tools, support, and reliability that help organizations stop choosing complicated workflows.
Staples is celebrating its 40th anniversary with a major brand evolution, one that reintroduces the company’s iconic “Easy” promise while challenging businesses to rethink the unnecessary complexity that slows them down. The new platform, “Stop Choosing Hard,” marks a pivotal moment for Staples as it reasserts its leadership in business essentials, workplace solutions, and services that help companies operate more efficiently.
New Platform Rooted in a Familiar Promise
For four decades, Staples has been synonymous with making work easier. From office supplies to technology, printing, furniture, and business services, the company has built its reputation on simplifying the everyday needs of workplaces across the country.
The new brand platform takes that legacy and pushes it forward. “Stop Choosing Hard” is designed to speak directly to the frustrations businesses face, from complicated procurement processes to fragmented vendors and time‑consuming tasks. Staples’ message is clear: companies don’t have to settle for inefficiency.
Chief Marketing Officer Marshall Warkentin emphasized that the refreshed platform is about empowering businesses to reclaim time, focus, and clarity. The brand’s updated identity reinforces that mission with a modern look and a sharper, more confident voice.
A Refreshed Identity for a New Era of Work
As part of the brand evolution, Staples introduced a refreshed visual identity that reflects the company’s role in today’s workplace. The update includes:
A modernized logo
A bold, simplified design system
A more direct, energetic tone of voice
Messaging built around clarity, speed, and ease
The refreshed identity will appear across Staples stores, digital channels, advertising, and customer communications throughout 2026.
“Stop Choosing Hard”: A Campaign Designed to Spark Change
To bring the new platform to life, Staples launched a national campaign that highlights the everyday challenges businesses face, and how Staples can help solve them. The campaign uses humor, relatable workplace scenarios, and bold storytelling to show how companies often choose complicated solutions without realizing it.
The message encourages businesses to rethink how they operate and consider Staples as a partner that can streamline processes, consolidate vendors, and reduce friction across the workplace.
The campaign will run across digital, social, broadcast, and in‑store channels, supported by new content, refreshed merchandising, and updated customer experiences.
Supporting Businesses With a Full Suite of Solutions
Staples’ brand evolution is backed by a comprehensive portfolio of products and services designed to help businesses work smarter. These include:
Business essentials and office supplies
Technology and managed services
Print and marketing solutions
Furniture and workspace design
Delivery and procurement support
The company’s goal is to make it easier for businesses to get what they need, all from one trusted partner.
Milestone Moment With a Forward‑Looking Vision
As Staples marks 40 years of serving businesses, the company is using this milestone to reaffirm its commitment to simplicity, efficiency, and customer‑first solutions. The new brand platform signals a future where Staples continues to evolve alongside the changing needs of modern workplaces.
With “Stop Choosing Hard,” Staples is inviting businesses to embrace a smarter, easier way of working, one that reflects the company’s legacy and its vision for the next 40 years.
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