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. In 2022, the campaign contributed to a 12% year-over-year increase in sales of Asian-owned brands, driven by expanded product visibility and cohesive creative storytelling across platforms.