Target Kids Spring Training
Project Scope: Art Direction, Surface Design & Style Guide Creation
Target's Bullseye Playground is a popular section located near the front of Target stores, offering a variety of affordable, seasonal, and trendy products. It features a mix of home decor, party supplies, toys, stationery, and other small items, priced at $1, $3 and $5. The items change frequently to reflect upcoming holidays, trends, and seasons, making it a go-to spot for shoppers looking for fun, budget-friendly finds. Bullseye Playground is known for its convenience, impulse buys, and ability to surprise shoppers with great deals on unique products.
The Challenge
Due to the fast turnover of trendy designs and impulse buys in the Bullseye Playground, manufacturers are often required to pitch both individual products and larger programs. While working at Horizon Group USA, we were invited to participate in the Kids Spring Training program for Bullseye Playground. Our task was to develop a style guide to support the program’s art direction, shaping both surface and product designs to align with the seasonal theme.
The Goal
The Horizon Group USA team’s goal was to secure the entire Kids Spring Training Program, which typically includes 8-12 SKUs, by developing a comprehensive style guide and product collection. The style guide would act as the foundation for product designs that capture the essence of spring, encouraging kids to enjoy the outdoors after a long winter and inspiring them to be their best selves.
The Solution
I designed a comprehensive style guide incorporating a cohesive color palette, typography treatments, essential icons and illustrations, patterns, and fonts to be used on a variety of impulse kids products in the $1, $3 and $5 range. All of the art was created as vector art to be scaled and recolored easily. I drew everything in Adobe Fresco to maintain a hand drawn look while using vector brushes.
The Results
Target selected Horizon Group USA’s style guide for the entire Kids Spring Training Program, leading multiple manufacturers to adopt it for a cohesive look and feel across all products. This choice not only strengthened the visual identity of the program but also bolstered Horizon Group USA’s reputation and client loyalty through the recognition of the creative contributions my team and I provided. As a result, Horizon Group USA secured several SKUs within the program, featuring my designs on various products, including sticker packs. This collaboration emphasized our dedication to quality and creativity, enhancing the overall impact of the Kids Spring Training Program.
I’d love to craft style guides and product designs that will capture the attention of major retailers like Target!
With over 10 years of design experience, including working with impulse retail programs like Target Bullseye Playground, I’m confident in my ability to help your business stand out. My artwork and product designs have been featured in top retailers such as Target, Walmart, TJ Maxx, Walgreens, Michaels, Hallmark, Paper Source, and more! Let’s collaborate to create designs that make an impact and get noticed by big-name stores.
