Target Spring Design
I had the honor of being a freelance Art Director for Target in 2022, and I was brought in to come up with a strong concept to execute a direction for spring. When I started this project I wanted the work we made to feel abstract, comforting and bright... to invoke the feeling of spring. It was important to me that we found ways of making it multifaceted as well as layered for everyone in target to be able to interact with the design and concept.
A huge thanks to all of the team members and their irreplaceable roles. Samantha Jimenez (HR Lead), Connor Lane (Production Leader), David Slack (Team Lead), Chloe Payne (Senior Art Director), Erin Cry (Director), Lori Lickteig (Production), Janet Lee (Senior Art Director), Brenda Itlnrvk Schreurs (Senior Art Director), and the artist we collaborated with Owen Gildersleeve.
Inspiration & Concept
When spring comes to life, we spring to life. While the landscape transforms before our eyes, we can’t help but make the connection to our own self-transformation. As we mark the beats of the season, we find ways to put ourselves first, to reaffirm resolutions of heightened health and self-care, while also embracing and celebrating those we love. This spring, our stores will evoke the shape-shifting spirit of the season as we connect the dots between care and joy.
One of the most important aspects of our spring concept was the evolving aspect of the work. We made the designs more complex over time since Target usually has these pieces up from January until March/April. It’s a long time for only one design to exist the entire time, so we made sure the large piece evolved at least once in march to add the yellow assets.
