Curlfest
As Creative Director, I shaped the creative vision for Target’s presence at Curlfest – the largest natural beauty festival in the U.S., proudly 100% Black woman-owned. Our goal was to celebrate the future of beauty by spotlighting innovative Black entrepreneurs and the products leading that evolution.
Target’s space was designed to feel modern, vibrant, and intentionally personal. We showcased Target beauty brands through curated vignettes that told the story of each founder – highlighting their individuality, creativity, and impact. The experience made it clear that Target’s commitment to Black beauty is holistic: supporting not just the products on our shelves, but the people and stories behind them.
Brand Moments
The space was divided into zones for hair care, skincare, cosmetics, and men’s products. Products were displayed in a way that encouraged usage, and the entrepreneurs behind each brand were highlighted via text and display vignettes.
The Entrepreneurs
To honor the entrepreneurs behind Target’s beauty products, our space included a founder headshot and quote for each brand – giving guests an inspiring insight into the person behind the product.
Product Sampling
We provided a wide range of products from each brand for guests to test within the space. From sunscreen to curl refresher, these products showed the large assortment that Target has to offer black guests.
Photo Moments
The space featured multiple photo walls including a tone-on-tone beauty wall, empowering messages, exterior branding and Target Bullseyes.
