Project Description

Target had a plan to introduce a new store format: a smaller footprint, on multiple levels, with goods curated for urban dwellers—people seeking great design for great value, but who probably didn’t have enough room to store 12-roll bundles of paper towels. So as not to confuse shoppers acquainted with larger, suburban layouts and product arrays—while at the same time needing to introduce tens of thousands of newbies to the Target brand—they asked me to come up with a transitional name for this compact version of their offer. And so City Target was born, making its first appearance in Boston’s Fenway neighborhood.