A gender-neutral kids' clothing line for Target

PROJECT TYPE

Product innovation, retail redesign, and branding

Background

Target is known for its gender inclusive policies

Opportunity

Kids age 5-12 still need a wider range of fun, affordable, and expressive options

Execution

Develop and launch a gender-neutral kids' clothing line for Target

BRANDING

The wordmark is constructed from simple shapes to feel tactile 

CLOTHING 

CLOTHING CONCEPT AND DESIGN

Designs combine masculine and feminine elements. For example, combining heart symbols with a dark blue color.

All clothing modeled in Cinema 4D.

SPATIAL REDESIGN

SPATIAL DESIGN CONCEPT

I identifed three main pain points to guide the spatial design. I arrived at these stressors by reading and analyzing different articles and first-person blogs and forum posts.

These pain points helped determine the main goals and features of the space

NEW SPATIAL FLOW

The Recess section disrupts the kids’ section’s gendered grid floorplan, and introduces a free-flow bridge between the two sections

Floor graphics guide users towards a digital kiosk that shows a digital display of merchandise, introducing shoppers to products otherwise unavailable in B- and C-level stores.

Before

After

DESIGNING FOR FUN

The entrance from the toy section has anamorphic hopscotch floor decals that look like they're floating in air.

DESIGNING FOR SOCIAL INTERACTION

(Muted) sound tubes connect the boys' and girls' sections 

A bench in front of a screen acts as a roadblock and gathering point. Outfit options play on the screen

Racks are structured in “hugs” or U shapes so shoppers can comfortably pause traffic to look at merchandise

On the Recess racks, smaller sized clothes are lower to the ground, making kids feel more in control 

CROSS-MERCHANDISING

Cross-merchandising for Target’s gender-neutral kids’ home goods brand, Pillowfort.

The steering wheel changes the color of the light projected onto the scene, making kids feel more in control of their environment.

DIGITAL KIOSK

Shoppers can browse more merchandise on a digital kiosk. 

How it works:

  • The away screen cycles through different merchandise, and responds to the tactile clothing illustrations below the screen.

  • Shoppers choose to view these merchandise combinations, or browse through additional products. 

  • Once the user selects a product, they can choose to email or text it to themselves, or locate it in the store

Team

XD: Mareya Stearns

XD: Louis Boehling

CW: Tarik Atallah

My Role

Collaboratively: ​​

  • Shaped the concept for the clothing designs

  • Developed the branding for the line

Individually:

  • Researched the market and how Target can fit into it

  • Designed brand assets like the logo

  • Created user personas and journeys, analyzed user needs and concepted experiences that meet those needs

  • Designed and rendered the entire space in 3D 

  • 3D modeled clothing

Arielle Bryant   |  Art Director

ariellebryant13@gmail.com