Role: Concept Development, Print and Digital Design
One of Target’s subdivisions is Wedding. Target refreshes the campaign annually to attract millennial couples to subscribe to a gift registry.
The brief was to develop a new campaign connecting with this audience. Millennials are beyond the gravy boat wedding gift. How could Target help couples create a registry that represented two individuals coming together?
Below are concepts presented to the client. We looked in to a new brand identity that would adjoin the bullseye.
Pattern became supporting graphics for the brand. We wanted the campaign to reflect Target's bold brand yet still feel like "wedding".
The idea here was to create stories from products. Real couples would choose items from the registry that would represent their individuality. The venn diagram became a template to show the individuals “coming together” over a common story-telling element, in this case a perfect morning over coffee. Shot overhead, this became a flat and iconic way to share the story.