The Target House poster served as an invitation to kids/patients at St. Jude for an event where their only worry was which carnival game to play first. Target worked in tight collaboration with illustrator J. Otto Seibold: the Target creative team served up rough concepts using already-established Ready. Sit. Read! Book Club characters and let J. Otto run with them. The illustrator presented his sophisticated color combinations and hand-drawn type elements, and the Target team wove in the event details on the poster. The key was giving J. Otto room to create and the freedom to dream up crazy scenarios with an interesting story that would make people want to look more closely.

Typography is contained, planned. Illustration is really fun!”