TARGET STUDIO

I was brought into Target Studio to elevate the quality of internal output to the level of external agency partners—setting a higher standard of craft while leading and mentoring teams across the organization. The role required both creative leadership and operational clarity: building great work while building the people and systems behind it.

My focus began at the brand level and expanded across categories including ready-to-wear, home, beauty, and grocery—aligning teams, raising expectations, and delivering work that consistently exceeded sales goals while reinforcing the core DNA of the Target brand.

One of the first expressions of this shift was the brand platform shown here.

Building on Target’s legacy of transformative brand work, this marked the first major rebrand in nearly five years. The objective was simple: move the brand forward without disruption—closing the gap without anyone feeling it.

The system extended across concept stores, in-store environments, out-of-home, digital, social, and packaging. We deconstructed the Bullseye while keeping life at the center, creating work that remained unmistakably Target—often without the logo present.

The result was a flexible visual system rooted in clarity and optimism, designed to scale across every touchpoint. The work was recognized by Clio, Communication Arts, Graphis, and HOW.

The system continues to evolve—a durable foundation rather than a moment, and continues to influence how the brand shows up in the world.

TARGET C9 BRANDING

To modernize Target’s owned C9 athletic brand, we reframed performance through strength, beauty, and competitive energy. The work elevated the product beyond function, positioning C9 as credible, aspirational athletic wear within a mass retail environment.

Through focused storytelling and disciplined visual execution, the campaign demonstrated product performance while reinforcing C9’s place within Target’s broader brand system.

The approach extended beyond a single brand—contributing to the growth of private label across the Target ecosystem.

TARGET DENIM WITH ZANNA ROBERTS ROSSI

Partnered with British fashion editor and Project Runway judge Zanna Roberts Rassi to launch Target’s fully redesigned denim line—all under $30.

The series focused on fit, body diversity, and accessible style, helping women identify silhouettes aligned with their shape and preferences. The campaign drove Target’s strongest year in the denim category and generated significant reach across digital and social platforms.

The effort combined celebrity, digital storytelling, influencer partnerships, print, and social—creating a unified system built for impact. Denim sales exceeded category goals, marking a step change in performance.

TARGET SWIM WITH ZANNA ROBERTS ROSSI

Led an inclusive swim launch in collaboration with Zanna Roberts Rassi, positioning fit, body diversity, and accessible style at the center of the narrative. Featuring real women and influencer-led distribution, the campaign expanded reach through authentic social amplification.

The work was recognized by Cosmopolitan as “the most positive body campaign ever” and featured in Huffington Post. Influencers worked directly with Zanna to find the right fit, while digital storytelling and social extended the system across platforms.

The initiative drove Target’s strongest swim year to date, secured national recognition, and delivered high-performing video engagement at scale.

TARGET HOME WITH EMILY HENDERSON

Led a content-driven collaboration with styling expert Emily Henderson to position Target Home as design-forward and accessible. The series demonstrated how to create complete room transformations and occasion-ready spaces using exclusively Target products.

We worked closely with Emily to shape occasions and methods that reflected her sensibility, personality, and point of view—ensuring the work felt authentic to her while remaining grounded in the Target system.

The campaign drove strong engagement across platforms, reinforcing Target Home’s credibility within the category.

TARGET BEAUTY WITH SONIA KASHUK

Led the launch and brand evolution of the Sonia Kashuk cosmetics line at Target, one of the company’s longest-standing designer partnerships. The initiative paired expert-driven content with a distinctive visual system, building enduring equity across retail and digital channels.

Given the significance of the partnership, the work required close alignment with Sonia—ensuring the output met the expectations of an established designer brand while advancing the standards of Target Studio.

The strength of the collaboration contributed to Target’s acquisition of the Sonia Kashuk brand, converting partnership into permanent ownership.

TARGET AVA & VIV

Led the launch of AVA & VIV, Target’s extended-size private-label brand, developed in response to public demand for greater inclusivity. The initiative brought influencers—including an early critic—into the design process, transforming feedback into collaboration.

An integrated storytelling campaign and digital lookbook introduced the collection, generating strong engagement across platforms and widespread national recognition.

The work remains a clear example of a large brand listening, responding, and moving quickly—addressing criticism with inclusivity and delivering a thoughtful, design-forward result.

TARGET CARTWHEEL APP

This campaign introduced and clarified Target’s rewards platform, Cartwheel. The work translated a complex value proposition into a simple, energetic narrative — demonstrating how points accumulate and convert seamlessly into tangible rewards.

Through disciplined visual storytelling and music-driven pacing, the campaign made participation intuitive and desirable, reinforcing Cartwheel as an essential part of the Target shopping experience.

TARGET SUMMER GROCERY

At a time when Target was losing share to Walmart, Aldi, and Whole Foods, the Summer Grocery initiative was designed as a focused effort to reassert relevance and differentiation within the category.

I advanced the brand system through an expanded multi-channel rollout, integrating stop-motion “How To” storytelling across digital, out-of-home, print, and social—bringing clarity, utility, and personality to everyday food moments.

The work elevated category perception, exceeded prior seasonal performance, and repositioned Target Grocery as a culturally relevant, design-led offering—distinct in a highly competitive landscape.

TARGET EASTER GROCERY

In a highly competitive food retail landscape, the Easter Grocery initiative was developed to strengthen Target’s position against increasingly aggressive competitors while maintaining the brand’s distinct voice.

I led a fully integrated campaign that balanced category credibility with brand distinction across broadcast, digital, print, and social—ensuring the work performed commercially while remaining unmistakably Target.

Executed in half the standard production timeline, the campaign required tight alignment across teams and rapid decision-making at scale. The result exceeded category performance benchmarks and became Target’s most successful Easter Grocery initiative to date—reinforcing both commercial impact and system-wide brand consistency.

TARGET TROLLS

In partnership with 72andSunny for the launch of the Trolls film, we brought a distinct Target lens to the collaboration — drawing from the personalities of the characters to inspire kids to play, and in this case, dance.

The campaign translated entertainment energy into retail expression, featuring dynamic performances from young talent and reinforcing Target’s role as a cultural participant, not just a retail partner.

TARGET MOMENTUM

A focused brand film capturing Target’s evolution and forward trajectory. Developed in the wake of a data breach, the work served as a human moment for the brand—offering clarity, confidence, and a measured acknowledgment of what had occurred.

The film reinforced the company’s continued transformation, aligning culture, commerce, and design into a single, forward-facing narrative while helping restore trust at a critical time.

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