developing a brand identity


Recently, I joined a board that was known as the 'Young Millennial Advisory Board' at Target. A group of us joined together and realized that this name wasn't going to market ourselves well at Target, because:

It's wordy

Most brands have quick and simple names that speak to who they are and what they represent. 

We need to think about the next generation

Having 'Millennial' in the title of the name limited our group to just us. As Millennials grow older, there will always be another opportunity to market and be the voice of a younger generation.

Millennials in the workplace

Depending on what one's views, Millennials are believed to be entitled or lazy. Stereotypical, I know. Though, we wanted to prove this wrong. We are hardworking, adaptable, and informed with current events, technology, and issues.

As a board we offered a lot on the table, we just needed to speak to who we are and what we aspire to be. This not only gives the board the mentality when representing it, but allows others to speak to what we do.



In one month,  4 marketers, 2 designers and one copywriter joined together to develop a brand. As we began, we only had the original name. As I facilitated, I realized we need to restart on the brand. We needed to build from the ground up on everything. I was inspired by the Google Design Sprints I had seen that allowed me to really develop what these sprints could accomplish.

Project Timeline


Before develop a brand identity, it was important to understand how other brands have successfully developed a brand that their employees embody and customers are attracted to. Nike was a great example, customers know their brand message - Just Do It - and live it! As well, Nike emphasizes that their employees live an sporty, athletic lifestyle so they know who they are designing, marketing, or developing for.

  Inspiration  | Nike

Inspiration | Nike


Brainstorm #1

Ideation | 2 mins per question

Ideation and Discussion | developing principles

During this brainstorm, I co-created a session with another designer. Before we could just find a name for the board, we need to develop a brand that lived longer than our generation. The team ideated around several questions to get us thinking about what the board represent. Questions focused like : 

What services will we offer?
Who are we targeting?
Five words that represent the brand
Who is our audience?
What guiding principles define our board?

After looking at these questions, we noticed similarities and trends in each of the answered. We then began creating principles that the brand, which are below.

Brand Principles



With the seven principles, the team brainstorm 20 possible names for each principle. After ideating, we came back together to go through another round of brainstorming and discussion during brainstorm #2.


Brainstorm #2

As a team we walked through and starred our top choices for each principle. Again, we noticed similarities and trends going on. As we talked through each principle, we only placed the names to the 'favorites' if they truly met our brand expectations and principles. When we moved to 'favorites', we again eliminated names that did not speak to the brand. We continued this until we ended with the final three choices


The final 3

We ended the brainstorm with three final possible names. We asked for feedback on the names with their description. Here we the following names:


We bring a fresh, genuine perspective to the table, with a diverse set of experiences, opinions and talents pulled into one resource

The Current

We seek to both inform Target’s work with an authentic knowledge of pop culture and assist Target in keeping up with fast-paced change.


We aim to help Target meet the ever-changing needs of its guests, especially the younger generation.



We surveyed and interviewed 7 members, 3 stakeholders, and 5 Target employees who were not involved in the naming process. We choose these people because we wanted to hear from those who are apart of the board and other possible collaborators. Our goal was to hear how they perceived the names. After getting feedback from the larger board and advisors, our team unanimously choose Glassbox. 


Glassbox: a next generation resource

Glassbox believes in success fueled by new perspectives on given constraints. The group seeks transparency across Marketing and a clearer view into future generations. It strives to magnify the voices of younger guests, so they are heard throughout Target’s conference rooms. 



Myself an another designer were focused on the visual identity. So we looked at various inspiration. When thinking of our purpose, we realize our constraints, but it still does not stop us from having our voice heard. So legos were a huge inspiration for the constant transformation the board will encounter. Legos are blocks that don't have much flexibility, until you join pieces together to create unique shapes and objects. Glass was another huge inspiration we focused on. Glass is transparent, but as you shine light through it it transforms it shape. We want to show that we are flexible and provide a new perspective for the voice of the next generation to a corporate setting.


Visual Identity

logo options

We developed a logo that was simple but really highlighted who we are. One important aspect of the board is that we realize our constraints as young Millennials in a corporate setting, but this won't stop us from being apart of the conversation. We want to highlight our ever-changing and new perspectives by using simple line work to show that we are exposing ourselves to current events and issues that face the generations to come.