Launched in February 2016, Pillowfort is Target’s stylish home collection for kids, with thousands of mix-and-match pieces at great prices. The assortment was designed to grow with a child’s sense of individuality. Pillowfort's more than 1,200 pieces of furniture, bedding and more (including everything from teepees to felt animal head wall decor!), cater to any decor dream a kid might conjure!

Pillowfort was one of the most fun and unique brands I have worked on. The branding was developed by Partners & Spade and the Illustration by Jing Wei Studio and as exciting as it is to work on a brand with an agency, it poses a unique challenge of not having the creating designer sitting in the same room. I was delivered assets and used those few elements to create created the branding guide and packaging toolkit that would encompass all of the rules for the brand. This allows anyone, anywhere, to be able to execute any piece of packaging without help from our creative team from the smallest hangtags to largest furniture boxes.

An interesting and unique challenge for this brand… we wanted to use the character themes shown on product to extend into the packaging. There were 9 different illustrations created that we needed to integrate, seemingly randomly, into the packaging. I worked with the separator to develop a way to randomize the illustrations with each sku in hopes that when you look at the shelves of Pillowfort product the illustrations on the package would vary from piece to piece.

An other fun part of working on this brand was to create the overall pattern needed for the back of pack I-Spy game and for the cardboard box for furniture packaging. Utilizing the illustrations that were used for the front of the package, I separated out each piece of each illustration and used those to make a larger pattern that could be used for both the I-Spy game and large furniture boxes. Then, I worked with the vendor to make sure that pattern would print and scale appropriately and created a print guide for all vendors to follow to create a consistent experience regardless of where the piece was being printed.