Kimberlee Wells
Target wanted to move beyond performative inclusivity and actually show up for Black consumers and entrepreneurs. The question: how do you create something that feels personal, celebratory, and culturally real?
Strategy
Creative Direction
Experiential
Growth & Partnerships
We transformed “Made By and For You” into a multi-year cultural platform across Curlfest, Essence, and Afropunk. The work turned Target’s commitment into lived experience – salons, panels, installations, and moments that spotlighted Black-owned brands and the creators behind them.
From 2018 to 2021, the platform became a cultural benchmark for authentic brand partnership. Target shifted from “showing up” to shaping new conversations around representation in beauty, retail, and entrepreneurship.
| 30M+ | 4 | 9 |
| Impressions | Experiential Partners | Talent Collabs |
