Our objective was twofold: to make credible the idea of a world-class architect/designer developing products for a discount chain; and to express the initiative in terms that would resonate with the mass market. Working across media we were able to push for consistency of message and aesthetic. Our greatest challenges were technical—such as matching Graves Blue, which didn’t exist in any color system.

“The application is brilliant. They really made the Target brand work through even the simplest of products.”