See your space in a new light.

If you're anything like me, just the thought of organizing can be overwhelming. How do we get inspired to organize? We go shopping ... at Target of course!

Identified by Numerator as the fastest growing store brand in 2022, Brightroom was launched at Target to help ignite that spark in all of us, to see your space in a new light and bring joy and ease to organizing. Brightroom aspires to be a brand for everyone, versatile to fit your unique needs, giving you the confidence you need to organize your space. The brand’s identity reflects this intention with a warm and inviting cream as the backdrop to a brilliant blue logo and playful illustrations. Meanwhile, wide frames provide a quiet space for inspirational photos, dappled light dancing throughout.

As the lead designer for Brightroom’s identity and packaging, my process was similar to how I would approach organizing a space in my house: let's lay out out all the pieces, explore the possibilities, then carefully find a home for each element, leaving just enough room for future evolution.

ACD: Ariel Carter
Designers: Angela Leidall, Katie Deyoe
Photo Art Directer: Kat Erardi
Copywriter: Jennie Betchwars
Illustrator: Katie Kirk (Eight Hour Day)