From fresh photography to curvy packaging to an illustration style celebrating inclusivity, Shade & Shore is your place to feel as free as a summer breeze.
As the Lead Associate Creative Director, I led the total brand refresh (new logo, brand statement, illustration style, photography style, color, typography, packaging, etc.) to better represent the newfound brand positioning and resonate with new and existing guests. The goal was clear for Target’s swim anchor brand—to simplify and elevate the guest experience by infusing newness, all while delivering on enterprise goals.
Shade & Shore illustration style is truly inclusive—celebrating everyone’s unique bodies, hairstyles, etc. and inspiring every guest to feel confident and comfortable in their swimwear. We are proud to offer every guest the opportunity to see themselves.
Designers: Katie DeYoe, Beta Deflorian, Dawn LeBail / Photo Art Director: Rebecca Cahill / Copywriter: Paris Vasser / Production Designer: Audrey Kenyon