Yes, Bull's-eyes

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The August 22 issue of The New Yorker was sponsored by a single advertiser-a first in the 80-year history of the magazine. Interestingly, the advertiser was Target, where many New Yorkers, and probably most New Yorker readers, haven't shopped. There are a mere five Target stores in New York City, found in the Bronx, Brooklyn and Queens; Manhattan (and Staten Island) are unTargeted, though there are 53 stores in the sprawling metro New York area. At any rate, the project, another way cool design coup from Peterson Milla Hooks, managed to turn what could have been a case of total logo overload into something wildly varied and appealing. Featuring the work of 21 illustrators, the only requirements were the use of the bull's-eye, a New York theme and a limited Targetable palette of red, white and black. Seen here is Andre Dubois' ringtoss building and Jason Greenberg's party scene.

Client: Target Agency: Peterson Milla Hooks, Minneapolis CD: Dave Peterson AD: Sue Kaase Art Buyer: Carrie Raey Illustrators: Ruben Toledo, Liselotte Watkins, Me Company, Melinda Beck, Richard Gray, Anna Augul, James Jean, Yuko Shimizu, Oksana Badrak, Calef Brown, Robert Risko, Katherine Streeter, Jason Greenberg, Gary Baseman, Rachel Salomon, Andre Dubois, Milton Glaser, Carlos Aponte, Linda Zacks, Bill Brown, Stina Persson

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