Before: Denim sales were down and Universal Thread's photostyle mirrored the same toolkit used across every Apparel & Accessories brand at Target. Competitors were moving faster in the denim space.

The ask: Reignite Universal Thread as the denim brand at Target—modern, elevated, undeniably denim.

My role: led design and art direction, with a major hand in shaping strategy and trend direction.

What changed:

• Broke from the standard A&A toolkit for the first time in years—introducing blue backgrounds and denim as a consistent styling element, so guests could spot a dedicated denim destination from across the floorpad.

• Brought color and lifestyle props into the photography (something the category hadn't seen in years) moving into a more elevated, editorial feel.

After: Sales went up and the refresh became a proof point: other brands at Target are now investing in similar photostyle refreshes for their own floorpads.