Lego at Target

Aisle Redesign

Lego has been helping kids dream up and build new worlds for nearly a hundred years. At Target, this classic toy brand greets guests with their iconic minifigures building a scene together. Spanning both sides of an aisle, characters carry bricks towards a central beacon (a dimensional Lego logo) aiding in navigation from afar and inspiring new ways to play.

In-store experience produced in collaboration with 10 Thousand Design.

My role: ACD, Target Creative Lead – Guide creative strategy and direct agency team on all assets (copy, photography, renderings). Co-create with internal partners in Planning (brief and program goals), Print Production (color testing & prototypes), and Merchandising (align on product stories). Present work to all levels of Leadership, peers & collaborators.