Twenty Years of Design for All
An amazing opportunity to work on a double decade celebration of Target’s collaboration with iconic designers. Pioneering the idea of bringing great design to mass retail with Michael Graves in 1991 Target has maintained incredible partnerships with individuals and institutions ever since. It was an honor to pay tribute to that effort.
Twenty Years of Design for All was a once-in-a-career project. I would not have volunteered for the breadth and complexity of this assignment with a ten foot pole, but it was handed to me to lead, and the team and I leveled up to the task. This was the superbowl of Design Partnerships. 20 designers were selected to represent 20 years of the product design that makes Target feel like “Tarjhay.” We developed a system of color coding to align every entity under a striking and strategic umbrella. Roman numerals - or hugs and kisses - make the logo a minimal expression of maximal design.
my ACD role:
Led the vision for our internal design team while supporting our collaboration partners and the 20 designers with who had varying egos and requests. Developed the system that guided all work across all channels from hangtags to experiential.
Designed in the Brand Design Lab, Target Creative
Chief Creative Director: Todd Waterbury
Creative Director: Beth Lowry
Designers: Jeffrey Iacoboni, Anthony Lane
Copywriter: Cari Kidd
Production Designer: Helena Schraff
Project Manager: Beth Simmons
Photographer: Josh Grubbs
Art director: Jeffrey Iacoboni