case study: Creating a more inclusive holiday gift card set at target

My creative team pushed back on many of the asks for this project to create cards that would resonate with more of our guests. We partnered with the Black Beyond Measure team and DEI council along the way, and chose illustrators who could represent the concepts of each card authentically. Various cards were placed in stores all year because they did so well!

Card: Generational Moment

While our marketing partners originally asked for a Kwanzaa concept, studies show that it is more important to the African American customer to represent the principles of Kwanzaa—rather than literal symbols—in your marketing. So we pushed back, showing a sweet generational moment between grandpa and his grandkids, representing the Kwanzaa principle Umoja (honoring togetherness and unity within family and community).

Artist: Alleanna Harris

Card: Family Celebration

Pulling inspiration from black artists, we wanted this card to express movement, togetherness, and family. This card did so well that our partners made it available to purchase in stores year-round.

Artist: Monica Ahanou

Card: Peace and Light

I quickly realized that most of our cards leaned heavily into Christmas, and came up with a concept for those who may celebrate the holidays a bit differently. This card’s concept was around peace and light; non-religious symbols of the holiday season that anyone can relate to.

Artist: Steffi Lynn

check out the whole gift card set