Welcoming Mom to the world of baby.

For the 2013 Target Baby campaign I was tasked to lead a team of in house designers, art directors and production artists to create a cohesive style that could scale across all digital and print applications, as well as to the broadcast agency partner. Not only did I guide the creation of a consistent style guide, my team and I provided product curation on everything from basics to stylish nursery decor, inspiring Mom to build her registry. The following are highlights from the 200+ page digital catalog and various print materials that were shot over a 6 week period in both Minneapolis and New York.

Agency: Target Creative

Art Direction, Associate Creative Direction

Using Format