Target Retail
Bringing the Emerald City to life
From concept to aisle, translating the magic of Wicked into a nationwide retail experience.
We needed Wicked to take over Target, and we had nothing to start with.
No assets. No signage. No visual language built for retail.
So we created a world from the ground up.
First, we captured the spirit of Wicked, pulling the Emerald City’s energy into a visual language that was bold, playful, and layered with story.
Then we took that world off the page and into the store, designing signage and displays that let fans engage with familiar moments from the show while they shopped.
And finally, to launch the experience, we had Elphaba herself.
Defy Gravity
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Creative direction, concept, and strategy
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Jess Martin (Lead Designer), JT Marshall (Designer), Dustin Hackwith (Designer), Bria Lidstone (Account Director)