A collage of Target illustrations with bright colors and they are related to grocery delivery service and our offerings

Systematized Illustrations

Shipt (Target) – Lead Designer & Illustrator

Branding

Illustration

Art Direction

Design System

Background

During the brand refresh, the product and brand teams worked toward different goals, creating inconsistent experiences across touchpoints. This project created a shared system and repository that helped both teams collaborate more effectively and deliver a more consistent experience across Shipt and Target.

A building and flag within a heart, each piece is noted as an atom

Role

I led the illustration overhaul for the 8-month brand refresh project. My work included auditing 750+ landing pages, updating 1.2K+ illustrations with new colors and more inclusive skin tones, building a shared library and guidelines, and improving collaboration and workflows across teams at Target.

A before and after collage of illustrations that have different styles, from risograph texture to very flat vector illustrations

Collage of the flat vector style illustrations on landings pages and in-app experience

A collage of a Shipt bag with groceries illustration and photo a shopper in the grocery store and children playing sports on the field holding an orange slice

Impact

The Brand and Product teams now use a shared process, tools, and asset system, creating a more consistent and efficient experience across Shipt. After the refresh, customer satisfaction with the Marketplace app and website increased from 77% to 81% among guests who rated the overall look and feel highly.