Target Dynamic Campaign System

Strategic systems for performance-driven creative at scale

Context

Target was ready for a promotional evolution—faster timelines, elevated visuals, and more personalized campaigns. But the existing creative system was fragmented, slow, and misaligned with how customers actually consumed content.

Strategy

Rethink how Target builds and delivers promotional content—centered on behavioral UX, clarity, and scale. Architect a flexible system that enables real-time dynamic campaigns while elevating design.

Solution

A modular, future-ready creative system built around cognitive science, motion clarity, and platform consistency. Designed to scale across 19+ categories, 1,000+ deliverables per month, and align with Target’s new brand identity.

Execution

This wasn’t just a template refresh—it was a ground-up reinvention of how Target’s creative system functions across teams, tools, and timelines. I led a multi-phase rollout from platform audits to cross-functional training.

UX & Behavioral Design

  • Rewrote UX standards using cognitive load research and user attention data

  • Improved CTA framing, reduced visual clutter, and clarified offer presentation

  • Solved navigation dead zones and carousel drop-off through redesigned layout logic

Enablement &
Rebrand Integration

  • Aligned all new systems with Target’s rebrand initiative

  • Led workshops on hierarchy, behavioral design, and accessibility

  • Developed internal toolkits and partner playbooks to ensure adoption at scale

Creative Architecture

  • Designed a modular, API-ready dynamic shell for 2–4 offer formats

  • Built-in constraints to support clarity, motion logic, and message hierarchy

  • Shifted all offer imagery to 1:1 ratios to eliminate unnecessary reshoots

Workflow Optimization

  • Replaced Photoshop-heavy asset builds with Sketch-based modular templates

  • Streamlined production across Google, Meta, Innovid, and internal platforms

  • Built reusable asset kits to support 1,000+ deliverables per month

Results

  • 40% faster production using modular templates and streamlined Sketch workflows

  • +30% engagement lift through UX-optimized formats

  • $44M in online sales influenced

  • Rolled out across 19+ product categories and all major promotional campaigns

  • Enabled scalable dynamic content with measurable lift in speed and brand consistency

  • Became the standard for performance storytelling across digital platforms

Great creativite doesn’t just look good—it performs well at scale. This system shifted Target’s mindset from asset production to behavior-driven storytelling, unlocking smarter, faster, and more consistent creative delivery.