Trend concept
During the trend concept phase, I work with key stakeholders to align on their desired aesthetic for the collection we will be building together. Color, technique, materials, print & pattern begin to take form as I sift through thousands of images, carefully curating the mood through the lens of brand values and market research,. As your designer, I take pride in bringing the most inspiring content to the table, from benchmark brands, top retailers, design magazines, trend services and beyond, this phase is like a visual contract for the design journey ahead. Perfecting the trend concept saves countless design hours and builds trust.
PRINT & PATTERN
Once everyone is aligned on the trend concept, I can move on to create the print and pattern collection. It’s a proven way to customize a product line. Illustration also works to advise product design, form language and inspire the extended team. In this example, the Disney team loved the characters so much, they asked their illustrators to draw Target-exclusive Mickey and Minnie characters to coordinate.
PRODUCT SKETCHES
After trend and artwork are presented to the executive group and approved, it’s ready to share out to the extended team of product experts. I may not be a product expert in every category, but Target carries most product categories, and I have experience designing product for many of them. Designers, engineers and vendor partners take the handoff and apply it to their product line during the sketch phase. This collection included every Target department needed for the perfect summer: Patio, Toys, Sporting Goods, Soft Home, Tabletop, and Stationery.
Once samples arrive, the design team collaborates with the merchant team to bring the collection to life on shelf. This phase often includes product edits, such as recoloring items for a balanced total assortment and optimized shopping experience. For the final product photos, please navigate to Mickey’s 90th Anniversary under Portfolio.