Samantha Jiménez
CREATIVE DIRECTOR
Celebrating diversity
Built on the belief that joy is amplified when we celebrate what makes us different, the strategy positioned Target as a place where diverse traditions, styles, and moments coexist with ease. The concept came to life as a kaleidoscope of joy, transforming stores into a vibrant, welcoming Happy Place defined by color, energy, and discovery rather than a single aesthetic. I led the execution across a fully integrated omnichannel ecosystem, delivering a cohesive Holiday world that scaled with rigor and felt unmistakably Target.
Mood, Structural & Photo intentions
A bold, inclusive holiday visual system that transforms a rich product assortment into a faceted, energetic world, balancing graphic structure with warm, human photography to create a joyful and welcoming experience.
in-store photography
Radiant. Uplifting. Expressive. Inclusive. Celebratory.
In-store photography that celebrates real moments of connection and tradition, brought to life through bold color and thoughtful composition to create a modern, inclusive Holiday experience at scale.
store experience
A joyful, effortless in-store Holiday experience that turned navigation and discovery into moments of delight, brought to life through clear, cohesive concepts that made the season feel beautiful and easy for every guest.
Renders
Bullseye’s Playground
Power Aisle
Mini Seasonal
Rear Seasonal
All Occasion Cards
CB2 Space (Seasonal snacks, F&B, and plants)
Enterprise End Caps
BRINGING IT TO LIFE
A look at the store experience in real life after almost 10 months of hard work. Click for full size view.
Design system
In partnership with Adrian & Gidi, we created a cohesive Holiday world built on a minimal, multi-faceted design system. Every element was intentionally designed to reflect the breadth of Target’s product design and assortment, using facets as a visual expression of diversity and individuality.
