Opalhouse with Jungalow
Role: Digital Art Director & Designer
Project Brief
Leverage Justina Blakeney’s authentic voice to share key stories, trends and newness January through April. Feature Justina’s artistic involvement in product development with behind the scenes footage and sneak peeks. Include iconic Target branding elements when possible.
Create cohesive experience across all our shopping experiences that ladders up to the global style guide. So, no matter where the guest enters our digital experience and the pages they travel to – it feels connected through the visual language and tone. An experience that brings to life the seasonal moments & the everyday
Ensuring stories are grounded in relatable solutions to help all guests create more wellbeing and joy at home. We’ll celebrate our everyday price (value) with the big bet items (owned brand & exclusive) at the center.
Key Results
Project Experience
While I worked on the Opalhouse + Jungalow partnership dotcom experience for a number of years across different seasons, this spring 2023 cycle was my favorite. This is the cycle where Justina Blakeney was really shown as the creative force behind her product with close-up, textural, candid moments of video sprinkled throughout the page. Tactile fabric explorations, confident brush strokes, and the organized chaos of a true artist’s studio. These intentional and well-placed artistic process moments helped to elevate Jungalow as an authentic, beloved brand across many different Target guest demogaphics.
This is also reflected in the still photography below, made in collaboration with the social media senior art director on this project and Justina’s Jungalow creative team. While the Jungalow team handled the on-site photoshoot in California, those of us on the Target creative team in Minnesota provided the featured product selections, location suggestions, image crops, set and art direction, retouching notes, and approvals for each image.
KPIs: +38% from previous cycle
Total: $12.2M in sales, +64% to LY.
Front of Store: $19.6M in sales, +57% to LY.
