Coachtopia

Target—
Wedding Registry

Senior Designer

Target’s “Be Yourself, Together” campaign highlighted its wedding registry program by celebrating inclusivity and featuring same-sex couples, reflecting the diversity of modern love and relationships.

Rebuilding Trust Through Inclusive Design

Target sought to rebuild trust following past controversies and stand out in competitive urban markets by championing inclusivity. As LGBT+ rights gained visibility, the brand aimed to create more personalized, meaningful experiences—through initiatives like City Target stores and inclusive wedding campaigns—that resonated with diverse, modern customers.

Designing Personalized Connections

Target aimed to rebuild trust and stand out in urban markets with inclusive initiatives. Facing growing e-commerce competition and shifting social expectations, the focus was on creating personalized experiences through City Target stores and wedding campaigns.

We combined research, design, and user insights—analyzing 50+ store differentiators to craft an adaptable UI for Wedding Registry pages and an interactive catalog with style quizzes. I led UI design across digital, print, and social channels, refining concepts through 200+ user tests.

Driving Engagement, Sales, and Trust

The campaign drove strong results, including a 30% increase in registry sign-ups (15,000+ new registries), a 40% rise in social engagement (50,000+ shares), a 20% boost in wedding-related sales, and a 15-point NPS improvement among LGBT+ consumers, along with coverage in 15+ media articles.

City Target

The City Target format is a streamlined version of Target, designed specifically for urban markets. Each location presents a unique challenge for store signage and web presence. I developed a simple, flexible approach using a versatile toolbox of branding elements.