Target - Total Store Experience

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.

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Ⓒ 2019