Senior Art Director: Loni Booker

Responsibilities: Digital art direction, style guide development, visual strategy & storytelling

2020 was a confusing and heartbreaking year. As a global community, we had to learn to celebrate through tribulation, racial injustice, loss, and COVID lockdowns. For new and returning students, the exhilaration that college life can bring became a completely different and uncertain landscape.

Whether starting school from their childhood bedrooms or in their first dorm room, we knew that students deserved a chance to find joy in every day. To make that transition easier during such a isolating year, Target leaned heavily into the dotcom experience for the On-to-College campaign. I was tasked to lead the creative development for the college hub and must-haves shopping experience, as well as setting the direction for all digital extensions from home to A&A, digital display, and social.

Target.com College experience

Digital & Social Banners

Broadcast Spot