Prologue

Target saw a whitespace in women’s apparel for the more urban professional and developed Prologues to be ‘the essential edit of modern style’. Created in easy collaboration with the agency 2x4.

Prologue came and went quickly too on the Target floorpad; lasting just a few years. The clothing had a point of view, was well designed and made. Strategically it might have been too niche for mass retail. Working with 2x4 was a dream, and landing a one word name for the brand was an actual miracle.

my ACD role:
Presenter, guide, fall guy and translator of Target-ese.

Designed in the Brand Design Lab, Target Creative
Agency: 2x4
Designer: Jarilyn Farhendorff
Photo AD: Graham Hall

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Caldrea Personal Care