DAVID L RICHARDSON
Creative Director / Brand Systems Leader

I build brands that operate at scale — aligning identity, narrative, product, and execution into systems that perform in the real world.

Creative director with 20+ years leading brand transformation across retail, fintech, performance apparel, and hospitality—shaping platforms, repositioning legacy businesses, and launching new categories from the ground up.

At Target, I authored “Hello. Goodbuy.”, one of the company’s most enduring brand platforms, led the redesign of Target.com, and played a key role in defining the brand’s modern identity at scale.

I was brought into Target Studio to elevate internal creative to the level of top agency partners—leading teams, setting standards, and delivering work that performed across brand, retail, and category. The role extended across ready-to-wear, home, beauty, and grocery—aligning teams and systems to drive both creative and commercial results.

At TRUEWERK, I repositioned the company into a performance-driven brand system—redefining identity, voice, and an integrated model spanning product, digital, and storytelling.

My work spans identity, campaign, product, and experience—including award-winning interactive campaigns recognized by Ad Age as Best Interactive Work of the Year in consecutive years, and national campaigns with athletes such as Shaun White, as well as partnerships with artists including Aerosmith and Lenny Kravitz.

I’ve led global campaigns, large-scale brand activations, and Times Square takeovers—building work that lives beyond presentation and into culture.

I bring deep production expertise across broadcast, digital, and post—connecting concept to execution and ensuring ideas hold through to final form.

Founder, STAG — an independent studio building brand systems, product, and publishing.

I work selectively across creative and brand consultancy engagements—partnering with founders and teams at moments of change.

Based in Minneapolis — with roots in New York, Los Angeles, and Montana — staying close to my two daughters in New York while building across culture, brand, and product.

stag.nyc

Contact: drichardson@stag.nyc

RECOGNITION
AICP (MoMA Permanent Collection), The One Show, D&AD, Clio, Communication Arts, Type Directors Club, AIGA (National & Minnesota), Graphis, Print, HOW International Design, Adweek, Ad Age, Creativity, i-D, and the Obie Awards.

Recognized work includes Best Interactive Campaign of the Year (Ad Age), Creativity’s Best Interactive Work, and Adweek’s Best Spots.

COLLABORATORS
Mark Mothersbaugh (DEVO), Aerosmith, Lenny Kravitz, Tony Bennett, Stevie Wonder, Elton John, John Legend, Bon Jovi, Macy Gray, and The Replacements.

Todd Oldham, Patricia Field, Christian Siriano.

Shaun White, Tony Hawk, Matt Hoffman, Tiger Woods.

J. Grant Brittain, Kevin Staab.

Sonia Kashuk, Phillip Chiang, Zanna Roberts Rassi, Emily Henderson.

Alongside a wide range of artists, designers, athletes, and cultural figures.

DIRECTORS / PHOTOGRAPHERS
Dewey Nicks, Matthew Donaldson, Nigel Dick, Wayne Isham, Daniel Pearl, Dave Meyers, and Liz Friedlander.

Lisa Rubisch, Terry Tsiolis, and Matthew Badger.

J. Grant Brittain, Danny Clinch, Marc Webb, and Paul Hunter.

Steven Murashige, Jeff Cronenweth, and Tim Ives.

Collaborations with studios including Stardust, Motion Theory, and The Mill.

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