I’ve been fortunate to work on many important initiatives during my 12 years in Target’s internal creative agency, but none has had more impact or significance than the brand work I created for the Drive Up service. The project began its life as a small initiative to test how a new curbside fulfillment service could function in Target’s digital ecosystem, and over the course of its relatively short life, it has grown into a multi-million dollar business for Target. More than that, it has become an invaluable service to many Target guests who rely on it daily to make their lives easier.

For the initial launch, our small creative team worked in close partnership with product designers and engineers to craft the personality and identity of the service. In addition to the look and feel of the service, we provided the design team guidance on how to maintain a branded presence throughout the experience.

My involvement in building the brand lasted for several years as I took on the role of maintaining its presence on Target.com and in external marketing campaigns. Over that time, many new features were added to the service, and with each new rollout, new campaigns were introduced into the market to promote the enhancements.