Target Australia

Client: Target
Type: In-house Consulting Contract (14 months)
Role: SNR Digital Creative Lead & Copywriter
Team: CRM & Lifecycle
Audience Management Size: 5.3–8.0+ Million
Campaigns: Assorted 2022-2024
Location: Australia
Annualised uplift from digital creative initiatives: est $3-5million p/y

As the Digital Design Lead for both Growth Personalisation and CRM Lifecycle teams, Russell lead the development of the creative strategy, journey design, conceptual ideation, and delivery of all personalised digital communications for the totality of Target's base of more than five million customers by servicing two internal teams and two brands (Target and OnePass). 

This work extended along all digital touch points, including: eDM, web, and app, and was purposefully designed for creative cross-channel continuity. Overarching all of this work was a clear objective to instil a seamless and optimal user engagement experience with the Target brand through personalised art direction, design, copywriting and project/campaign management.

Assorted CRM, Lifecycle & Trigger-Based Campaigns →

Screenshot of four mobile phone screens displaying Target promotional emails and offers, including birthday greetings, discount codes, and product recommendations.
A collage of four smartphone screens displaying online shopping and email marketing content. The first screen shows a women's wardrobe essentials page with clothing categories. The second screen features an email prompting the user to complete a purchase with a red target logo. The third screen displays a girl in a pink shirt and jeans with a call to action for shopping pants and bottoms. The fourth screen shows an email offering a special deal on shop membership, with Target and OnePass branding and animated mascot images.

Audience-Based Personalisation Campaigns →

Four smartphones displaying different Target online shopping pages for Christmas and maternity products, against a dark teal background.
Three smartphone screens displaying Target online shopping pages for home, womenswear, and kitchen products, against a dark teal background.

CRM, Loyalty & Lifecycle Design System →

Design guideline pages for an online offer, including sections on information hierarchy, typography specifications, and layout measurements, with pink grid lines and annotations.
Comparison of two mobile phone screens displaying email marketing campaigns from Target, highlighting personalized shopping messages and promotional offers.

Assorted Digital Assets & Products →

Light pink background with no objects or specific features visible.
Empty grey background with no discernible objects or features.
Light pink textured background
No image visible
Empty light gray background with no objects or features visible
Blank beige background
A colorful infographic with six sections on clothing, toys, home decor, and baby essentials, each with images and text labels.