joy at scale
Helping the Target guest discover joy in an increasingly digital world is complicated. It requires both order and agility. Ease and inspiration. And being able to manage something huge, yet deeply human.
Below are samples from the three main areas I’m currently leading and two examples of my cross-functional leadership.
Image from “Dopamine Dressing” Target Finds story.
Designer: Sarah Kocian
Email & Push
These twin channels are the best way to make sure you’re always in-the-know on what’s happening at Target. Every message is uniquely tailored to each of our 100,000,000+ subscribers. Never miss out on the latest deal, the season’s hottest items, or that thing in your cart you still need to check off the list.
Team
ACD: Carmen DeHague
Designers: Sarah Kocian, Lauren Ross, Aliyah Townsend, Jennifer Moss
Target
Finds
Consider this your virtual walk down the Target aisle, full of ideas, trends, and stories from real people at Target, our partners, and our guests. Every story is hand-picked, hand-curated and hand-crafted by a group of us at Target and thousands of our Instagramming friends.
Team
ACD: Cecely Meller
Designers: Eric Mattson, Amy Filipiak
Digital Media
Bringing the magic of Target to life in under 200 kilobytes. Motion. Interaction. Perhaps a little storytelling. Or a deal. Maybe a little 3D? This channel needs to grab your attention as you watch, scroll, or don your VR headset.
Team
ACD: Tesia Jurkiewicz
Art Directors: James Miller, Dani Ouellette, Derek Huber
Tech: Gary Gallagher
The Future
of Content
One of my favorite parts about being in Target Creative is getting to work on large, complex creative problems that, if solved well, can have a positive impact on the brand itself.
Over the past few years, I have helped shape a vision for scaling content growth efficiently across teams and channels while enabling a more consistent, personalized guest experience.
My vision is grounded in two principles: simplify and amplify. First, simplify. Reduce complexity across channels to allow for common tools, a more efficient process, and more dynamic deployment. Then, amplify. Expand the reach and relevance of content by creating processes & tools that allow us to plan more holistically, create more efficiently, and publish dynamically.
The [type]face
of Target
Target and Helvetica have gone together for decades, culminating in the creation of a unique-to-Target version a half dozen years ago.
The problem was, it quickly broke into two distinct versions — for Weekly Ad and Marketing — and we didn’t get to use it at all for Digital (ask me how Arial and Helvetica are not the same). Once we started to use it in Digital, we discovered that some of the changes made to the font broke our experiences.
So, I led an effort to create a singular version of the font that would meet the needs of all Target teams (and even guests), while also modernizing the font software itself to work better in dynamic content situations. I also helped negotiate the contract that would allow us to (finally!) use our brand font in whatever future application we needed to across the entire enterprise.
wild
la-who?
That’s a question I’ve answered many times. So…who am I? Where am I from? What makes me tick? Where did I get that wild name? When did I get my first picture taken with Bullseye? Might as well find out…
