Cloud Island
As the creative lead for the launch of Cloud Island –Target’s private-label brand of nursery décor, bedding, bath, layette, and baby essentials – I directed the end-to-end creative vision from initial brand debut through its category expansion and continuity work.
Our creative approach was rooted in the insight that today’s parents seek both design-forward and functional solutions for their nursery and newborn needs. We built a visual identity that felt modern, playful, and emotionally warm – balancing cheeky copy with soft color palettes and graphic visuals to reflect diverse families and real moments of early parenthood.
Essentials Launch
A year after the initial brand launch, Cloud Island introduced a new collection of affordable baby essentials, developed entirely in-house with insights from hundreds of parents. This spot features Robin Beck, Target’s Lead Chemist, who shares the design journey and reflects on what it means to her – as both a scientist and a mom – to help bring these products to life.
