Refreshing a brand one SKU at a time.

As an Associate Creative Director in the Brand Design Lab within Target, I was tasked with directing the execution of the up&up brand refresh. Partnering with Collins and Target internal strategists, I gained CPG knowledge and strengthened my brand experience by creating relevant briefs and category relevant creative from diapers to dish detergent. We built guest trust by thoughtfully creating each and every SKU to be equivalent to the national brand, flexing the brand to adapt to cues like efficacy, beauty and science. Collins created the high level approach, and my team of Target in house creatives and contractors designed and executed all 2,500 SKUs in 18 months.

Agency: Target Creative

Creative Direction 

Using Format