Target wanted to do something they’d never done before. Their first cross-category brand: aimed at eight to twelve year-old girls, and featuring over 500 products from apparel, beauty, electronics, and stationery. They invited us to develop and launch this inclusive brand that embraces girls’ uniqueness and self-expression.

"Girly." The meaning of this word evolves as young girls define it for themselves. Loud. Messy. Confident. Silly. Strong. Funny. Smart. Bold. Kind. 'Girly' contains a magnitude of personality and possibility. More Than Magic allows room for all of it.

The playful logotype centers the identity across every touchpoint, complemented by twinkling, magical creatures and stickers sparkling off into the distance. The logo is delivered with a broad color strategy that welcomes girls as they experiment with their evolving style and identity.

More Than Magic launched in Summer 2019. As a spirited beacon of self-expression, tweens donned their sequined jackets, and post-tweenage-girls (moms) said "it’s honestly kind of hard not to fall in love with it at first sight."

The initial launch sold out within weeks.