Target

Commercializing Brand Purpose for $1 Billion in Sales

Fueled by rising expectations among Millennial shoppers for purpose-driven brands and the imperative to design more relevant shopping experiences at retail, Target turned to BBMG to imagine the seamless integration of style, sustainability and social impact to drive growth for the business by delivering more value for guests, employees, partners and communities. As CMO Jeff Jones put it: “Now is the time to translate sustainability into a new, design-forward movement that helps us delight our customers and grow our business.”

To reveal the secrets of deeper brand affinity and next generation shopping behavior, we explored the needs, hopes and desires of Aspirational consumers across diverse communities, backgrounds and life stages and ultimately created the strategic vision and validated product, service and experience prototypes for helping Target make life “Better by Design.”

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Audience Research
Personas & Segmentation
Brand Strategy
Sustainability & Social Impact Platforms
Growth Strategy
Employee Engagement

Making retail more meaningful

Through in-depth conversations, home visits and shopping afternoons with both committed Target fans and new prospects, we identified emerging trends, insights and opportunities to deliver more meaningfully on consumer aspirations for health, wealth, passion, purpose, style and social status through new products, services and retail experiences.

Cross-functional collaboration

We then designed and facilitated a series of planning and ideation workshops with the Target team to commercialize these opportunities for game-changing innovation. Along the way, we were guided by a simple, yet profound design imperative: how might we make healthy living simple and affordable; design products with more value and less impact; and work together to make a difference in our communities?