Design and Production of internal and external assets for Target special product campaigns at Pop Agency

Target, the 8th largest retailer in the US.

Target Roundel is a small team working on specialty campaigns for Target including Back-to-School, Holidays, or Target-specific pushes like Deal Days.  Each campaign type has stringent style guidelines to work within pertaining to typefaces, placement, color, shadow and image usage.

The first challenge for these projects was keeping things fresh while sticking to the style guidelines.  Putting in effort to make an ad for baby formula attractive and clickable on Pinterest or Facebook while still honoring and representing Target’s style provided distinct challenges.

The second, internal challenge had to do with the format in which POP works through designs.  Any given design is touched by at least two designers and will be worked on by numerous copywriters, art directors and proofers, as well as multiple feedback loops with the client.  Keeping this process efficient required clean design, over-communication and documentation of versioning and change histories.  The final result ended in a very polished product produced by an ensemble cast.

My role was primarily as a visual designer creating digital content to be placed internally on Target’s online webstore, including internal directed advertisments and landing pages.  The secondary role was creating external placements for banner ads, and promoted posts on Pinterest and Facebook.

The tertiary role was providing Art Direction for versioned campaigns.

Note: I was not the sole designer on many of these projects as they are passed along for edits and versioning. I am, however, posting on projects that I had a high level role on.