The Power of a Style Guide: How My Hanukkah Style Guide Lit Up Target Bullseye Playground
As a surface designer, I’ve learned that creating a cohesive, eye-catching product collection isn’t something that just happens—it takes vision, strategy, and a solid plan. That’s where a style guide comes in! A style guide is more than just a tool; it’s like a roadmap that ties everything together—colors, patterns, typography, and artwork—to make the whole collection shine. Today, I want to share how a Hanukkah style guide I created brought an entire retail section at Target’s Bullseye Playground to life.
How It Began: Designing for Target’s Bullseye Playground
I got the chance to design surface patterns and products for Target’s Bullseye Playground, famous for its trendy, affordable treasures. One of the most exciting projects I worked on was creating a Hanukkah-themed collection. The challenge? Designing a collection that was celebratory and modern while staying budget-friendly and honoring the holiday’s cultural significance.
To kick things off, I created a style guide—a collection of design elements to tie everything together. It included:
A color palette: Inspired by traditional Hanukkah hues of blue, silver, and white.
Patterns: Beautiful floral paired with dreidels, menorahs and Star of David motifs, and a contemporary pairing like checker.
Typography: Clean, serif fonts to convey sophistication, warmth and joy, paired with scripts for a personal touch.
Icons and Illustrations: A library of beautiful sophisticated illustrations of menorahs and dreidels adorned with florals.
From Concept to Shelf
The style guide was the heart of the entire Hanukkah section. It pulled everything together—from festive menorahs to cozy decorative pillows and even cute tea towels—making sure every piece felt like it belonged. Not only did my client use the guide, but it was also shared with all the manufacturers to create a totally unified look.
When the products hit the shelves, they didn’t just sit there—they told a story. Shoppers could grab any combination of items, knowing they’d all work together perfectly. This was a big win, especially in Bullseye Playground, where catching a customer’s eye and helping them make quick decisions is everything.
Why Style Guides Matter
Keeps Everything Cohesive: A style guide makes sure every piece in your collection—whether it’s just a few items or an entire lineup—looks like it belongs together. This kind of consistency not only makes your collection feel polished but also helps customers trust your brand and feel confident in their purchases.
Makes Design Easier: With a style guide, you don’t have to reinvent the wheel for every product. It’s like having a cheat sheet that saves time while keeping everything looking amazing. For some clients, I create style guides they can hand off to their team to build out a collection quickly and easily. For others, I design both the guide and the products. Either way, the guide guarantees a smooth, cohesive look that ties everything together beautifully.
Builds a Stronger Story: When everything in your collection follows a consistent style, it tells a clear story that sticks with customers. For the Hanukkah collection, the style guide helped make Bullseye Playground’s designs feel thoughtful and intentional. It also made it super easy for Target’s team to share with manufacturers so every product contributed to the same story.
The Results
Seeing the Hanukkah collection come to life at Target was such a joy, but this one felt extra special. Thanks to the style guide, everything looked so seamless and beautiful! It was a great reminder of how intentional design can create a little magic at retail—drawing people in, sparking joy, and making even a $5 purchase feel like something meaningful.
Takeaway for Art Directors & Product Developers:
If you’re an art director or product developer, a style guide is one of the most powerful tools you can use to bring a collection to life. It simplifies communication between designers, manufacturers, and other stakeholders, ensuring everyone stays aligned. By investing in a thoughtfully crafted style guide, you’re setting your team up for success while creating a collection that feels cohesive, on-brand, and resonates with your audience.
Need help creating a style guide or designing a collection? That’s where I come in! Whether you’re looking for a beautifully curated style guide for your team to build from, or a partner to help design both the guide and the products, I’d love to collaborate with you. Let’s create something magical together!
