Challenge

Target’s mission is simple and inspiring: customers can “expect more,” and “pay less.” But over time, the playbook wasn’t as effective - there were gaps between their mission, external marketing, digital experience, in-store experience, and consumer expectations.

With guest expectations for consistent brand experiences rapidly on the rise (Both digitally & physically), the old Target formula of neat, clean and easy was no longer enough. We worked with Target creative and leadership to discover the truth of Target, finding what they value, and what their shoppers responded to in order to design a more magnetic, relevant and inspiring holistic brand experience.

Approach

Our strategic development began with an immersion into the existing in-store experience and a few questions—What do guests believe about Target? How do guests switch between checking items off a list and exploring? Where are the pain-points? The highlights? What are they seeking that they aren’t getting?

The biggest takeaway was that our reputation was a mix between innovation, comfort, exploration, and discovery. However, the reality of our experience was less so. In-store was made up of categories that were encouraging and others that were dead zones, our app was utilitarian and sales oriented, and are external marketing was all over the map. This made Target shopping easy, but not exciting - ultimately leading guest to feel like they could shop anywhere.

Expression

Our solution was to inject the research, timeless truths, and consumer insights into the shopping experience.  

We started by identifying the 11 categoric worlds that Target was known for and how they were being experienced (the good, the bad, and the down right ugly). Creating frameworks for each world that addressed Target and guest values, expectations, and unique brand identity.

This framework became a playbook on foundational decision making: graphics, advertisement, messaging, store layouts, displays and merchandising, and store design—end to end systemic design. This created critical brand unity from touchpoint to touchpoint, category to category, while still allowing each world to feel distinct.

Results

By working with Target to expand the lens through which they viewed the brand experience, we clarified the forces that shape their guests’ expectations and designed a more inspiring brand journey that drives meaningful connections that are regenerative and flexible. 

What We Did

Consumer Research

Program Strategy

Visioning & Master Planning

Team

INT.D

Tiny Hat

No Walls Studio

Target Creative Team