Challenge

Roundel, Target’s in-house media and marketing company, needed a unified creative direction to express its unique role at the intersection of retail, media, and brand storytelling.
The challenge was to elevate Roundel’s visual identity and campaigns so they could stand alongside agency-level work—building awareness, sophistication, and credibility within the competitive retail media space.

Solution + Impact

As Creative Director, I helped lead concept development, art direction, and design execution across Roundel’s external campaigns, partner activations, and brand communications.
Key contributions included:

• Developing integrated campaign systems that brought consistency across digital, print, experiential, and social touchpoints.

• Shaping Roundel’s evolving brand design language—refining typography, color systems, and motion principles to match its growth from internal department to external-facing media brand.

• Partnering with cross-functional creative, strategy, and media teams to ensure storytelling connected business outcomes with creative insight.

• Leading design and art direction for industry-facing events (like Cannes Lions and Advertising Week) to position Roundel as a thought leader in the retail media network space.

The work united craft and clarity—establishing a design system and campaign presence that communicates Roundel’s platform: joy is good for business.

• Elevated Roundel’s brand presence across all channels, strengthening recognition and credibility with external partners and the broader marketing industry.

• Supported measurable growth in campaign engagement and partner participation, including a nearly 40% lift in unaided awareness.

• Helped define Roundel’s design system as scalable and sustainable across digital and experiential channels.

• Reinforced Target’s positioning as a forward-thinking leader in the evolving retail media landscape.