Naomi Abel

Info

Target DWNTWN
Role ....................Art Director & Designer
Agency...................Mother New York
Creative Director........Michael Ian Kaye
Published................2016For the opening of Target’s first downtown Manhattan location, the brand asked for a special introduction to the city. At their best, Target locations always honored their surroundings – acting more like a welcomed, connected new neighbor, rather than just another store in town. For the brand, connection was context, and Tribeca breathed a certain kind of electricity. Our goal was to bottle that energy to create awareness for our new home amongst all New Yorkers.

We adopted a spirit of “iconi-coolness” in everything that we did – a bridge uniting both the stylish bravado of downtown Manhattan with the optimistic inclusivity of Target. Defining the commonalities between the brand and downtown New York, we found a way to be creditable and connected in the story that we told.

Our solution was a balance of direction and inspiration. We created a design system that (literally) pointed downtown, paired with items and objects that spoke the language of everyday New Yorkers.

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