Hit the Target
The goal of this class project was to design a holiday campaign for Target that would resonate with people of all ages and backgrounds. I combined traditional Christmas colors with other bright, inviting tones to draw attention and create a more inclusive visual experience for those who may not celebrate Christmas. The visual direction was inspired by the work of Sanna Annukka, as well as Scandinavian and folk-art motifs, which I reinterpreted with a modern, geometric twist.
Adobe Illustrator, Adobe Photoshop
Materials Used
Designer
Project Type
Target Christmas Campaign
Role
Year
2023
Design Process
I began by researching Target’s brand identity and the strategies behind their successful campaigns. This helped me understand their visual language and marketing approach. From there, I explored a range of concepts through sketching and ultimately chose to pursue a modernized take on Scandinavian folk art.
Sketches
I developed a pattern using key iconography and a consistent color palette that could be applied across various campaign assets and merchandise. This cohesive visual system helped unify the different elements of the campaign while reinforcing the festive and modern aesthetic.
Development
For the final deliverables, I designed a tote bag, wrapping paper, greeting card, and gift card. I also created a mockup of the store’s center aisle to visualize how the campaign signage could appear in a real retail environment.