BRAND REFRESH

2024

Room Essentials, Target’s value-focused home décor and college dorm furnishings line, undertook a strategic brand refresh in 2023 to engage modern shoppers better and support sales growth. As part of a broader initiative alongside Threshold and Hearth & Hand, Target accelerated product cycles, increased seasonal novelty, and expanded assortments to offer guests more variety. While maintaining Room Essentials’ familiar Back‑to‑College Optimistic aesthetic, the refresh introduced new Minimal and Casual Traditional styles, broadening the appeal and elevating guest choice.

To guide artwork development, I created conceptual boards combining mood imagery with descriptive attributes across three distinct aesthetic pillars. These visual frameworks served as clear touchpoints for my team during the creative execution process. The initial in‑store product rollouts illustrated a smooth transition from legacy branding to the refreshed visual identity, highlighting the evolution in style and tone.