Destination Target is a video series documenting new Target store openings through the people who make them happen.

My role was to develop a visual system that gives the series a distinct identity while keeping the documentary footage at the center. The direction contrasts full-screen footage with framed compositions, using the frame in the intro and outro to evoke the camera preparing to roll and wrapping up, creating a subtle narrative structure around each story.

A tall, condensed typeface complements the framing and reinforces the editorial feel of the series while introducing each team member. Designed to adapt across store openings, the system also extends to social through shorter team-member features and complementary Instagram Stories content.

Creative Director: Nikki Ajmera
Senior Designer: Magali Lebon