TARGET

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

The system extended across concept stores, in-store environments, out-of-home, digital, social, and new shopping bags. We deconstructed the Bullseye while keeping life squarely 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. Recognized by Clio, Communication Arts, Graphis, and HOW Magazine, the work continues to influence how the brand shows up in the world.

This work is still in stores today and the campaign has been refreshed several times.

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 in Target’s broader brand system.

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 over 3M YouTube impressions.

TARGET SWIM WITH ZANNA ROBERTS ROSSI

Led an inclusive swim launch in collaboration with Zanna Roberts Rossi, 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 initiative drove Target’s strongest swim year to date, secured national recognition, and surpassed 3M video views.

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.

Each video exceeded 1M views within weeks of launch, driving engagement and reinforcing category credibility.

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.

The strength of the collaboration culminated in 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 over 3M video views and widespread national recognition. AVA & VIV continues to expand Target’s inclusive retail positioning.

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

Advanced Target’s Summer Grocery brand system through an expanded multi-channel rollout, integrating stop-motion “How To” storytelling across digital, out-of-home, print, and social.

The work elevated category perception, exceeded prior seasonal performance, and further established Target Grocery as a culturally relevant and design-led retail brand.

TARGET EASTER GROCERY

Led a fully integrated Easter Grocery campaign as Target strengthened its position in the competitive food retail space. The work balanced category credibility with brand distinction across broadcast, digital, print, and social.

Executed in half the standard production timeline, the campaign 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. The work reinforced the company’s continued transformation — aligning culture, commerce, and design into a single, forward-facing narrative.

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