Hearth & Hand
at Target

Logo Lettering for Target + Magnolia Market 

Apr-Jun 2017 ︎ I worked with the in-house team at Target to develop lettering that would work in conjunction with a logo and brand package for the new home good line, Heart & Hand with Magnolia. The collaboration with Fixer Upper stars, Chip & Joanna Gaines, the lettering called to feel hand-crafted but also readable. 

Having worked previously on many projects that have a similar ask, I have a mental list of detailed do’s and don’t’s that allowed me to internalize projected feedback for this kind of thing and allowed the project to move along really quickly and with minimal friction. Often, hand-lettered logos are left in the dust for a more readable solution, such as a typeface or non-script options; but this guy was chosen to live as the main logo mark, and I couldn’t be happier.

I did most of the work in Procreate, with a bit of the earlier rounds hand-drawn, and then touched up in Photoshop. You can check out the full line in stores November 5, 2017 or read more about it here.



Creative Direction
Art Direction
Ashley Hohnstein

Brand & Package Design
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©2017 Jillian Adel