Agency: KNOCK, inc.
Role: Graphic designer & producer
TARGET PETS
The objective was to elevate the Target Pets in-store experience beyond a utilitarian commodity aisle into a lifestyle destination. The business challenge was to compete with specialty pet retailers by leveraging Target’s "design-first" reputation. The goal was to create seasonal and core signage that resonated emotionally with "Pet Parents" while maintaining the strict functional requirements of high-volume retail navigation.
The PROJECT
The strategy focused on Category Personalization and Strategic Wayfinding. We recognized that pet owners shop with high emotional investment, necessitating a visual language that felt warm and approachable yet systematically organized for the "Quick-Trip" shopper.
The Strategy
The Pets-focused activations drove measurable performance in one of Target’s most resilient categories.
The IMPACT
Supported the positioning of Target as a top-tier destination for pet essentials, contributing to the year-over-year growth of the Pets vertical.
Category Growth
The branded signage system reduced localized store-level "ad-hoc" signage, ensuring a 100% consistent brand voice across the national footprint.
Operational Efficiency
Feedback and market data indicated higher dwell times in the pet aisle, directly correlating to an increase in cross-category "basket-building" (purchasing both pet food and pet lifestyle accessories).