Target SEM
Target, founded in 1962 by the Dayton Company as a discount retailer, has since transformed its in-store signage into Store Experience Marketing (SEM). While once simple, these signs have grown more complex to accommodate diverse store layouts. Seasonal SEM designs often provide the foundation for both category and external partner projects. Seasonal SEM projects typically span 4–6 months and undergo leadership approval due to their high-visibility nature.
While art directors concept, I request photorealistic renders from our Target Creative + Content Bangalore team (TCCB) based on SketchUp files and prepare presentation decks and style guides for team and leadership reviews. I collaborate with the project manager to incorporate feedback from Miro and refine decks as needed. The Target Creative + Content (TCC) team prototypes signs with print vendors, adjusting scale and dieline shapes as concepts evolve. Once approved, we review dielines with print vendors, providing feedback if they don’t align with the artist partner’s work. When finalized, I work with a secondary PD and the TCCB team to create mechanical files. These are uploaded to Miro, and the ADs responsible for their spaces are notified for any last-minute edits and approvals before submission to the separator partner.
The Fall 2023 SEM challenge was to “amplify Fall seasonal newness with a connected store experience grounded in nature and biophilic design to deliver optimism and confidence.” The TCC team’s solution was “we leverage nature’s evolving beauty as a through-line for our storytelling. Autumnal change gives us a spectrum of colors that support “nature green” trends seen our product assortment. Just like their biophilic influences, our stores evolve throughout the store, from windswept leaves and harvest colors for Fall moments, to flying bats and deeper tones that signal Halloween fun.” We executed about 80+ files. See Instagram for more details on the team here!
The Summer 2024 SEM challenge was to “lead our guests into a vacation-state-of-mind by transforming our stores into a summer beach town.” The TCC team’s solution was “guests will be guided on their in-store vacation by an energizing yellow cabana stripe that connects the entire experience. Throughout their journey, guests will explore quintessential spaces of summer beach towns that will get them more and more excited for the season.” We executed about 70+ files. See Instagram for more details on the team here!
The Fall 2024 SEM challenge was to “transform the store into the Fall Neighborhood—where the guest journey culminates to the “can’t miss” house on Halloween night.” The TCC team’s solution was “Halloween comes to life at Target spooky-fun characters welcoming guests to each our of neighbor strops—all stocked with Halloween must-haves, nostalgic favorites, and brand new twists.” We executed about 100+ files. See Instagram for more details on the team here!
The Spring 2025 SEM challenge was to “host guests with a new take on the Garden Party that celebrates the moments of spring, big and small.” The TCC team’s solution was “we’ll transform our stores with supersized florals that amplify the beauty of the season. Awe-worthy blooms that offer an exciting and renewed perspective. A place of joy that gathers people together to celebrate every moment of spring in big and small ways.” We executed about 150+ files. More in-store photos and info on team coming soon!
I also contributed to various projects for Ulta Beauty at Target. On average, I managed 40-80 mechanical files, depending on whether the entire space was being updated or just specific signage. Most of these signs were standard and didn’t require custom dielines, with the exception of the Holiday 2024 cycle. Additionally, I executed files for Target Circle Week (July 2024), created a digital gift card featuring Berry the Bear, and designed a Spotify playlist tile for Summer 2024.
During my time at Target, I learned the importance of overcommunication in a predominantly remote work environment. I also became proficient with CC libraries and other software tools to maintain efficiency in my tasks. I collaborated closely with creative directors, art directors, project managers, marketing teams, and print partners. Additionally, I gained deeper insight into Store Experience Marketing—a dynamic and evolving field that involves numerous cross-functional teams and external partners.
TCC partners
Marketing partners
Print partners
TCCB partners
External partners
2023–2024
Brand Identity
Digital
Publication Design
Production Designer
Adobe Photoshop
Adobe Illustrator
Adobe InDesign
CC Libraries
Microsoft Word
Microsoft PowerPoint
Microsoft Excel
Microsoft SharePoint
Microsoft OneNote
Microsoft To-Do’s
Miro
Slack
AssetHub
SmartSheet
Universal Type Client