Project 62—

Brand identity for Target's new home brand, Project 62, named after their 1962 launch and mid-century modern values. The brand is filled with simple, well-designed furniture and homewares made for everyday living, and the brand identity follows that precedent. The custom-drawn logo references mid-century modern sensibilities and embodies modularity. The brand identity builds on this with a warm neutral color palette and a simple, grid-based typography system, that makes shopping for the home effortless.

My role was to design the brand identity, inclusive of a custom-drawn logo, colors, typography, and high-level packaging design. Gave direction on photography and illustration. Created a comprehensive style guide for Target Creative to use for the implementation of the brand throughout all their stores. Finally, designed a Project 62 Brand Book which combined all the story of the brand with design, art direction, and voice.

Client: Target
Studio: Partners & Spade
 (now Mythology)
Role: Brand Identity, Art Direction, Logo, Style Guide

Creative Direction: Anthony Sperduti
Design Direction: Elizabeth Dilk
Packaging with: Noemie Le Coz
Brand Photography: Target
Year: 2017