Lettering and editorial reference that demonstrate a flirty, fun Valentine message. At the time, the Valentine's Day offering at Target was very serious with much longer messages.
Initial endcap layout - color blocking and mapping out subject matter and techniques
Sketches, palettes, and finishing instructions for the individual cards
One cohesive envelope, white with red litho on the face
Detail of planning
Detail of planning
Actual card samples after production. Each of the 18 were very heavily covered in finishings to create stopping power inside the stores
At retail
gLike
Target Valentine's Day Endcap
Art Directed the 2012 Target Valentine's Day Endcap. Brainstormed around the needs of the in line offering and concepted ideas to fill gaps. Created a hot sheet to present to the Target buyer to sell the idea, then worked closely with Editorial partners to ensure that we could hit the "sassy/humor" within our conventional parameters. Worked closely with our Handlettering studio artists as well as graphic designers to pull off a bold contemporary lettering style. Create a simplified palette based on hot stamps and thermo colors for maximum impact at retail.
