TARGET BRAND
TARGET BRAND
Over nearly a decade on the Target brand during a pivotal period of transformation, I helped shape a defining era in the company’s history—when Target emerged as a design-forward, culturally engaged retailer.
I worked across the full spectrum of the business—branding, design, fashion, celebrity partnerships, music, value messaging, teen initiatives, and early digital—contributing to an integrated approach that connected product, culture, and accessibility at scale.
I led the redesign of Target.com, evolving it from a transactional platform into a storytelling-driven brand experience, and authored “Hello. Goodbuy.”—one of the longest-running and most enduring brand platforms in the company’s history.
My work supported foundational initiatives including Design for All, early music partnerships with artists like Aerosmith and Lenny Kravitz, and award-winning interactive campaigns spanning Back to College, athlete partnerships (including Shaun White and Tiger Woods), and original digital storytelling. I also contributed to elevating the Target Dog into a nationally recognized brand icon.
This period helped shape the modern Target brand—positioning it at the intersection of design, culture, and accessibility—and remains a central chapter in my career.
Broadcast and digital work across every category—at scale.
“Hello. Goodbuy.” was one of my many campaigns that helped shape Target into a category leader.
Back to College set the standard—Best Interactive Campaign, Creativity Magazine.
The Shaun White Series set the standard—Best Interactive Campaign, two years running, Ad Age.
END