Target Back to College Packaging

For the 2009 refresh of Target's Back to College packaging program, I partnered with fellow art director Lucy Winter to evolve and improve the photo style guide. While staying true to its "white canvas" approach that allowed the colorful BTC product, palettes to pop, we moved the photography in a direction towards a less sterile, more human look. We incorporated a directional, natural light look (with a cool color cast to compliment the packaging graphics color), more textural variety, and props that were more relevant to a college students life to create a new photo direction that honored the original packaging design intentions while becoming more accessible to the students and parents who were shopping this collection.

Photography by Kim Cornelison, Styling by David Anger, Photo Concepts and Art Direction by Maddy Hague and Lucy Winter.