Black Beyond Measure originated from Target's yearly Black History Month campaign a while back. But as time passed it evolved into an always-on campaign that highlights Black founded and Black owned brands that Target so that guest can shop and support the brands they love. ​​​​​​​
Explore the work. Click on the links below to preview the digital landing refreshes. 
One of the primary goals of the overall Spring campaign was to reach lesser engaged guests who may not be familiar with Black Beyond Measure or felt less understood by Target. For the digital hub, our goal was similar but also included the need to highlight & sell black-owned or founded brands that Target carries. We chose to highlight Maurice Harris–floral artist & co-founder of Blume and Plume coffee–and how he celebrates everyday joy. This was a multi-channel campaign and because of the corona virus pandemic, the team worked extremely close in order to execute and bring to life the experience across social, digital, and video. 
My role in this campaign included: 
- Provided style guide direction to other ADs. Made sure correct colors & logos were being used throughout creative placements 
- Worked to make sure product featured in the video, social and external display could tie back to the digital shopping experience. 
- Mocked up & wireframed digital experience.
- Worked with copy writer to ensure all copy felt inline with the overall brand and tied back to the other channels
- Created mood boards & preproduction decks for product photography
- Worked with ACD to pick our photographer to art direct product photography
- Lead design direction & co-executed final digital experience
- Lead photo selection & retouching direction

In February 2022, Target celebrated Black History Month by partnering with popular black-owned brands like J. Dow Fitness, Jolie Noire, Cee Cee's Closet and more, they partnered with black artists to design a wide range of products to highlight the month from apparel to home decor and stationery, and worked with their HBCU design challenge winners to highlight their winning designs. 
My role in this campaign included: 
- Created digital style guide for other teams and designers to leverage
- Wireframed & partnered with UX to create a guest-first experience
- Art directed & provided design and copy direction
- Co-designed internal and external drivers & templates 
- Lead product image retouching