Boxes Aren’t the Only Thing We’re Big On

After merging two businesses, Tritax Big Box (TBB) was created to compete with the leading brands in the warehouse space. To stand out, a new brand position was needed. The insight was simple but powerful: in logistics, it’s not the box itself that matters, it’s the humans connected to and benefiting from it. In a category defined by cold, transactional marketing, TBB would prove they stood for something more — big on tenant relationships, big on community benefit, and big on the values that make long-term partnerships possible.

I played an integral role in developing the creative concept and visual approach, helping bring this idea of “bigness” to life in a way that felt distinctive and un-category. The solution was to place giant everyday objects into to-scale environments, surrounded by real people, humorously exposing the critical but often invisible role logistics plays in everyday life. Expressed through the headline “We’re big on [insert relevant reference],” the result was a bold, witty campaign that gave TBB a memorable and differentiated voice in the market.