How do you make Target feel more like Target without anyone knowing?
At COLLINS, that was my goal, and since 2015, I've 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've defined the largest physical and experiential UX undertaking I've personally ever been a part of. This is truely a hurculean feat for every party involved.
Consistency in lanugage, color, design, typography, vendor, element hierarchy and abundance, use of red and Guest need were all explored, defined and set upon a path to continue to evolve. Type treatments, placements, sizes and universal principals were established on a massive scale, and now Target is consistenly talking to Guests across our newly consolidated department strategy, known to us as Worlds.