Serenity Berntson

ITSO

Revive and update Target's owned brand modular storage brand.

The goal of this project was to reinvent the ITSO brand as a bridge between Threshold and Room Essentials. The quality expectations matched Threshold, but maintained a more modern aesthetic.

Contributions

Trend research

Brand repositioning

Concept development

Color palette

Material development

Pattern manipulation

Product development and execution

Vendor co-creation

mood boards

ITSO reaches a wide segment of Target guests. It's used for baby's nurseries, children's rooms, college students, first apartments and home offices. To keep things approachable for all of these segments, I focused on a mix and match strategy. I broke out my mood boards by core, hero and fashion looks. I kept the initial mood boards broad to inspire conversation and collaboration with my vendor partners. This allowed us to have meaningful conversations about capabilities and manufacturing limitations. The co-creation process with the vendor was incredibly successful increasing vendor engagement and satisfaction. The process was so smooth and successful that vendor's CEO reached out to my team to voice her appreciation with the collaborative process.

Core

This mood board focused on simple materials in a range of techniques.

hero

This mood board focused on simple, low risk patterns that are easy to mix and match.

fashion

For the initial relaunch, I choose a Preppy theme. Although it is highly available in the market, it is approachable for a broad guest segment and lends itself easily to a mix and match concept.