For most grown-ups, any trip to Target is a fun adventure, even if it’s just to pick up toilet paper. But for Halloween, Target wanted a special experience for kids and adults alike that would drive sales of Halloween merchandise.

Drawing inspiration from Mexico’s El Día de los Muertos – the Day of the Dead – we developed a concept we called the “Festival of Fright,” featuring a flat graphic style with small, jewel-like cutouts that was based on traditional holiday decorations and brought to life in oversized 2D and 3D elements. Taking shoppers on a compelling visual journey from the front door to the back of the store, our hand-drawn graphics included scary skulls, spooky chandeliers, and a haunting host of bats, jack-o-lanterns, cats, candles, stars, and owls, all of which inspired product design as well.

Capping off this unique twist on the Halloween experience, we gave the store the feel of a street festival, with signage for “Central Scare,” the “Monster Market,” “Cravings Cart,” and the “Boo-levard” all playing on the “Festival of Fright” theme and contributing to the storewide celebration.