TARGET CORPORATE

The Target Corporate Communications Group manages internal and external communications, shaping the company’s messaging across platforms.

They handle public and media relations, employee communications, and stakeholder engagement to strengthen and maintain Target’s brand image.

CHALLENGE

Our team was invited by Target Corporate to lead the next phase of their website evolution. This new phase was driven by a need to elevate the digital experience further—introducing a refreshed look and feel, dynamic content, and streamlined user journeys for their core audiences.

One of the main challenges was to create a more flexible system that would give internal authors the ability to craft dynamic, engaging content without needing extensive engineering support. They also wanted to align more closely with their broader digital ecosystem at Target.com

SOLUTION

We embraced an iterative design approach, drawing from cross-functional collaboration across creative, product, and engineering. Drawing on our previous relationship with the platform and its evolving needs, we began with a full review of behavioural analytics, stakeholder feedback, and market comparisons to identify areas of opportunity and differentiation.

Together, we focused on three key priorities:

As Senior Art Director, I led the design and development of a new, centralised Design System—establishing the foundation for consistency, scalability, and accessibility across the entire corporate site experience. The Design System included a extensive library of UI components and page templates, which were documented and prototyped to guide both internal and external development teams.

Throughout the process, I partnered with Target’s internal design team to ensure alignment with their broader digital ecosystem at Target.com. This integration helped create a seamless user experience across all touchpoints.

IMPACT

The result was a fresh, exciting experience that represented the new Target brand updates and supported streamlined journeys for key corporate audiences.

The KPIs increased across the board for scenarios important to the corporate communications team. The client was also thrilled about the flexibility provided in the new site’s management platform. The new experience opened the door to future-forward enhancement opportunities with lower levels of engineering effort required to support it.