TARGET
Build a brand from the ground up, then go deep in the weeds.
Brief:
We started with a name and a strategy: Target wanted to launch Original Use to target a younger and more fashion-forward audience with a new brand that would mirror culture on a fast timeline. I was tasked to build out the brand voice, then shepherd the project through the first run of products.
Execution:
Simplicity was king, with a focus on straightforward and utilitarian language that would appeal to an audience wary of overt marketing, and would function in the rapid pace of fast fashion. I developed a brand voice that would carry that message, and combed through the details of packaging to make sure every word was in the right place.
MANIFESTO
COPY TONE
Where you define what’s next.
Informational, not Promotional
Tell the guest what they’re receiving and what to expect without using romantic marketing language. Copy should always be as to-the-point as possible. The guest will be wary of overt, traditional advertising.
Straightforward, not Stale
While the copy will be simple and straightforward, it should embrace trend-forward language to describe fit or materials when appropriate.
