Redesigning a $2 billion brand

When I joined Target in 2020, my role was to support the slow but steady growth of Roundel, Target’s retail media network. But when COVID hit, shoppers went online and in many ways never went back. Retail media exploded overnight, and so did the old way of doing things in Roundel. We didn’t just need a new way of working. We needed a new brand to work with.

We’ve spent the last few years pushing and evolving Roundel in every way. New brand position, new comms strategy. New brand style and logo. New photography and graphic design. New media mix. New creative partners. New creative processes. We changed as fast as the landscape around us. And in just under 3 years the brand doubled in size - twice - and surpassed $2BB in revenue.

Credits
Agency Partners: Mythology / Colle McVoy / Folklore / Push Play