Target needed a long term campaign to elevate the style credibility of Target as a whole and work across everything Target would do.

I developed the campaign "Target-style" which created a template for Target's brand work that has run for four years now and counting.

BRAND MANIFESTO:

We see the world, Target-style:

Where style doesn’t live in a bubble, 

it lives in everything. 

In bright blue of a sweater and tights and All and Cheer.

It brings everything in our life into play.

Tea lights, chalk stripes…

Mossimo, Nabisco…

Target gives it all style.

Because, for our guests, style isn’t a separate department- 

Style lives throughout.

That’s why we love to come to Target.

Target gives us something beyond great design for a great price:

It inspires us all to live life with style.

It inspires us to see life, Target-style.

Agency: Mother New York

Design Director: Michael Ian Kaye

Creative Director: Risa Mickenberg