@TargetTag | Target's new Instagram handle for the Gen Z guest

Target does a great job at speaking and connecting to their core guest, the millennial mom. But that voice or approach wasn't appropriate for our new guest– the Gen Z's. In order to get ahead of the curve and be relevant to this guest, I was hand picked to be a part of a pilot team tasked with developing a look, feel and tone for new social channels launching two new youth brands, Original Use and Wild Fable. Our ultimate goal was aimed at capturing their attention, being relevant and joining the conversations of youth culture. 

We initiated the conversation by inviting 30 creators and content makers from around the social space to come and meet us for a three day summit, called Crush Con, in order to get to know each other.. These creators were dancers, musicians, coders, fashion bloggers, photographers and graphic designers. The event was filled with activities to get to know them better and also build trust that we at Target truly want to build a community where we could create together. Some of the events were meditation, speed dating, spray painting an ice cream truck, one-on-one interviews, singing circles, designing their own t-shirts, and lastly enjoying keynote speakers Todd Waterbury and Samhita Mukhopadhyay. 

Prior to launch our team spent the better part of a month immersing ourselves in youth culture. We had talks with influencer groups, platform experts, and insights in order to ground us to what is right for this generation. With out ultimate goal being to build a contributor community.

For the creative launch of @TargetTag I wanted our followers to be able to dive into each of the creators to learn more about them. Through a series of grid posts, each carousel housed a headshot, one-on-one interviews, and several regrams from their own IG channels. Visually, I wanted the graphic approach to represent a spotlight into these creators but also visually hold together through the use of a color ombre seen when in the profile grid view. 

I designed the visual language of the profile image to represent gender fluidity, mashing of creative disciplines and the concept of building a diverse community where we can all stand as individuals but also allow for inclusivity. 

Visit @TargetTag on IG for the latest creative.  https://www.instagram.com/targettag/

ACD - Ryan Brown
Creative Strategy - Marissa Shrum
AD/Designer - Myself
AD - Erin Furey
CW - Samantha Kaufman  
Content Strategy - Jess Sorely
PM - Marcia Hernandez
PL - Meghan Glotfelty
Don't Blink Productions