How do you make Target feel more like Target without anyone knowing?

For 3+ years at COLLINS, I helped Target achieve that goal from a strategy, design and tone perspective for the entire Target store experience. With the help of my COLLINS team, we defined the largest physical and experiential UX undertaking I've personally ever been a part of. This was truly a Herculean feat for every party involved, addressing more than 60,000 signage elements across 1,800 store locations.

Consistency in language, color, design, typography, vendor, element hierarchy and abundance, use of red and guest need were all explored, defined and set upon a path for deployment and evolution. Universal type treatments, placements, sizes and principals were established on a massive scale, and now Target is consistently talking to Guests across our newly consolidated department strategy, known to us as Worlds.