Open Story
Every journey inspires a new chapter for this travel brand. The main hangtag is a tiny booklet - a chapter in the travel story if you will. The act of opening a suitcase like opening a book - indicates immersion, escape and education. The blue and green like the open landscape ahead.
Offering high end value to travelers at mass. This brand launched, ironically, February of 2020; a few weeks before lockdown. A tough start, but now the brand continues to grow.
my ACD role
Led the design team through many logos only to have the selected one eerily match a small airline in Spain. Rework was required. Supported the trickier talent shoots with a strategic balance of assets to cover all the needs. Led the design of Open Story page on Target.com developing a motion video with CGI teams for the first time. Consult for store creative.
Designed in the Brand Design Lab, Target Creative
ECD: Todd Waterbury and Scott Swartz
Creative Director: David Hartman
Designers: Jeffrey Iacoboni, Nick Brue, Cait Miller
Digital Designer: Jill Pederson, Josh Grundmeier
Project managers: Rachel Walker and Ellen Boldt
Photo AD: Kat Eradi
Copywriter: Cari Kidd