The On the Way marketing campaign was created to promote new Target store openings in dense urban markets. Our creative team developed a visual concept that tied together the fashion-forward style that Target is known for with a mix of pedestrian street graphics to communicate that a new Target store would soon be opening within commuting distance to the demographic. These stores were in the heart of many populated areas, so foot traffic was a key component of the idea. The “On the Way” headline played with a double meaning, eluding to the convenience of location and the timeframe of the store opening.

I was involved from start to finish in this work… from authoring the initial concept & design to helping with art direction & generating production-ready layouts for a wide variety of OOH placements.