About the project

Apeksha led the entire design, branding, visual language, and tone of voice for Target DesignMeet as the Associate Creative Director during her time at Target. From defining the creative direction to ensuring consistency across every touchpoint, she worked closely with her team to develop the visual identity, craft the messaging style, design all event materials, and make sure every detail reflected Target’s creative spirit and the event’s collaborative energy.

The big idea

Pencil: A tool of curiosity, creativity, and collaboration

Drawn from the four core values that define Target in India - Support, Unite, Build, and Grow, each value was given its symbolic shape. When brought together, these shapes form a pencil: a simple yet powerful metaphor for creativity, curiosity, and collaboration. This visual device became the foundation of the Design Meet, which is fun, relatable, and deeply tied to the way Target operates.

Objective

The identity was built to feel approachable and human, moving away from stiff or overly corporate aesthetics. We wanted designers whether students, professionals, or enthusiasts to feel “this is for me instantly.”

Omni-Channel Rollout

The identity came alive across an omni-channel system of collaterals.

From digital invites, motion graphics, and social content to on-ground signage, merchandise, and stage branding. Each touchpoint carried the same spirit of fun and relatability, ensuring that wherever participants encountered the Design Meet, they experienced a consistent story of curiosity, creativity, and collaboration.