Target Back To College
A back to college campaign expresses that Target is there for every version of you.
Stylistic choices were made to distinguish this content from traditional Target work and to speak directly to the younger generation.
Design decisions include using the medium weight of Helvetica for Target versus the bold, to evoke a more conversational tone. Supers are styled to look like closed captions, feeling less commercial and more narrative. An understated yet ever present bullseye lives over footage.
© Manya Swick