Cloud Island is a collection of nearly 500 items including everything from nursery décor and bedding to bath and layette products that launched in 2017. The Target Owned brand includes stylish, affordable items designed with a focus on safety, durability and comfort, allowing parents to easily mix and match items in their nursery, bathroom and more.

This brand design was a elegant but cute and worked to showcase the product as the hero. I worked closely with the packaging engineer to create new packaging formats (hexagon mobile box) and it took a lot more work than I would have thought to create just the right scallop cut for the hangtags and ribbon cards. Finding the right ribbon that would allow the package to be as liftable as the product inside. It’s the little touches made this brand.

Creating a set of brand standards that crossed all formats and accounted for the legal compliance requirements was difficult but within a few months, we had a beautiful new brand and a set of guidelines that anticipated the safety requirements.

Soon after the creation of Cloud Island there was a need to tell the story of added product details through illustration. The brand was created for young children and babies and was meant to be fun and playful so anything too stiff would not be on brand. I researched portfolios of illustrators and found a children’s book illustrator, Lizzy Doyle, who fit the look and feel of the brand and we were lucky enough to be able to work together. Following our approved color palette, Lizzy created a few simple and very cute illustrations for special details on baby layette items and is the established illustrator for Cloud Island product needs going forward.

Cloud Island

My Role: Art Director, Creative Direction, & Packaging Production Design

Created Toolkit, Style Guide, Packaging files & Designed Product extensions

The Team

Sr. Creative Director: David Hartman

Associate Creative Director: Ariel Carter

Illustrator: Lizzy Doyle