In 2022, I supported the AAPI campaign that led to a 12% year-over-year sales increase in Asian-owned brands. For a retailer of Target’s scale, this double-digit growth is a strong indicator of campaign effectiveness—surpassing typical category growth rates and suggesting a measurable shift in consumer awareness and behavior. As lead designer and art director for Target’s AAPI Heritage Month campaign, I developed the style guide and creative direction for a multi-year initiative celebrating Asian American and Pacific Islander founders with products sold at Target. This culturally resonant campaign spanned digital and in-store experiences, with visuals tailored for web, social media, digital ads, email marketing, and in-store signage.