Digitial Illustration project 2 - week 2

 

    For this project, I decided to have a little fun with a brand that everyone already knows and flip it on its head. Instead of creating something completely from scratch, I took Target and asked myself a simple “what if?” What if Target wasn’t a retail giant, but instead a hunting and outdoor company that specialized in bows, arrows, and precision gear? That question alone gave me enough direction to start building an identity that felt familiar, but also completely different.




    The logo was the first thing I tackled. I leaned into bold typography, something I’ve played with in past projects, to keep that strong, recognizable presence Target already has. From there, I designed arrows directly in Illustrator and worked them into the logo to reinforce the new hunting-focused identity. The target symbol itself naturally lent into this idea, so adding arrows felt like a clean and logical evolution rather than a forced gimmick. It still reads as “Target,” just through a totally new lens.
    For the full-page layout, I wanted structure without over complicating things. I built the scene using pen-drawn corner designs to frame the page and give it a sense of order and balance. Placing the logo in the top-left helped anchor the composition and tie everything together visually. Overall, this project felt like a solid exercise in branding and reinterpretation keeping the soul of an existing company while reshaping its story through design choices, layout, and typography.

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