H&R Block – Office of the Future pilot

Linear was engaged by H&R Block to design its Office of the Future – a pilot store concept developed in partnership with Relative Projects as part of a broader national retail strategy.

The brief called for a fresh approach to the H&R Block customer experience: more relationship-focused, more appealing to a younger demographic, and viable beyond the sixteen weeks of tax season. The design solution needed to be affordable, adaptable to varying store sizes and ready for national rollout – all delivered within a six-month program to meet a June 30 opening.

The planning is organised around three distinct zones: Attract, Guide & Learn, and Personal Consult. The Attract zone activates the shopfront year-round through focused digital messaging and a strong street presence. The Guide & Learn zone invites customers to explore, discover and interact in a supported digital environment. The Personal Consult area shifts the tone to something more considered and private – open, welcoming settings designed for face-to-face conversation and complex problem-solving.

The H&R Block green is retained throughout, but applied with greater intention – focal and strategic rather than pervasive, allowing the broader palette to feel contemporary and approachable.

The result is a concept that repositions the brand experience from transactional to one that is genuinely engaging.