Target
As a retail leader suited for the lifestyles of consumers, Target private brands were expanding in every aisle. The introduction of new private label grocery lines, in-store experiences and multi-channel marketing needed to lead shopping trends at every touchpoint.
Role
Production Director launching of over 15,000 products into the Target private labels grocery division
Branding Instructional Designer creating detailed product and brand guides to align internal & international teams with external partners
Adaptation Designer exploring new grocery lines and creating hi-fidility mockups for user testing and into full production
Marcom strategist and mockup designer for seasonal multimedia campaigns to increase sales across all departments
Tools
Adobe Illustrator, InDesign & Photoshop for design assets, branding, instructional design guides and mockups
Private Brands for Every Shopping & Grocery Isle
Internal teams were in several timezones and multiple external partners including photo art directors, copywriters, key stakeholders, print vendor, product engineers and project managers all needed a common language to connect them and provide a consistent roadmap to align deliverables. Retail deadlines, product availability issues and printing technology produced roadblocks to overcome.
Final print ready projects, getting new products to market, keeping costs on budget and maintaining brand standards were not meeting deadlines.
A new process was needed to get products on the shelf faster, align global teams, reduce print errors, achieved product launch deadlines, meet stakeholder expectations and increase private brand loyalty.
Target CPG Solutions
After meeting with internal teams and clarifying needs, I defined deliverables, timelines, roles and assets needed to complete projects. By mapping the product lifecycle, I helped to develop successful processes for project deliverables. Creating low and high fidelity mockups for stakeholder review were used to gain approvals. Authoring or editing brand guidelines helped to align product engineers, production teams, print vendors and internal teams.
Concept development for new product lines, creating mockups for research and user testing to provide proof of concepts that gained stakeholder approvals and generated more efficient production processes to launch products.
Target Marcom & In-Store
Additionally, I worked on several brochures, mailers, press kits and in-store experiences. To improve customer experiences I worked on and guided production teams to build in-store signage and assets, seasonal catalogs, B2B and direct mail as a Production Director. I worked with cross functional teams to create hi-fidelity mockups and production ready files in each corner of the store. Seasonal campaigns, refreshes and new divisions to include were some of the projects I helped deliver.
Target CPG & Multichannel Campaign Solutions
By creating a consistent production process between stakeholders, design, production and print vendors, I created a roadmap for successful product launches. To align internal teams with external partners, I wrote or edited brand and production guides for several Target brands. Acting as a brand manager of print, packaging and digital assets I generated assets for scaleable design systems for multiple products. This optimized production rollouts and created more sustainable and consistent production processes for teams.
Product lifecycles and pattern details were identified and cataloged. Reusable components were adapted to expand product lines. Brand consistency increased and aligned packaging, marketing and in-store experiences. Internal teams could maintain product lifecycles with flexibility and adapt easily to customer needs. Reliable production schedules and weekly reviews with internal and external teams created more consistent categories, streamlined product launches and increased customer loyalty by adding value across the Target brands.