Closet Collection Named INNOVATION BY DESIGN FINALIST by Fast Company

The Made by Design Closet Organization Collection at Target

Fast Company recently announced their 2019 Innovation By Design awards and I’m excited to share that one of my last projects at Target was honored as a finalist in two categories! Code-named Project Orca, the Made By Design Closet Collection was named a finalist by Fast Company in the Products category as well as the General Excellence category. Furthermore, Target was also named a finalist in the Design Company of the Year category. According to Fast Company, these awards “honor the best design in business, from products to buildings to UX. This year, we received more than 4,300 entries—a record—and the 22 winners and 483 honorees, selected by a roster of experts from across the design world, represent the best work from an immensely competitive group.”

The Made By Design Closet Organization collection was a year-long project that encompassed all phases of product development. It was originally started based on market research that indicated Target could make significant inroads in the closet organization space by offering more modular and customizable closet solutions. From there we conducted ethnographic research in New York City and Minneapolis to get a better understanding of the everyday struggles of people when it came to keeping their closets organized.

As Project Orca evolved the brand team at Target was busy creating Made By Design - a new home brand at Target focused on everyday household items that would be differentiated with simple, modern design with an emphasis on great functionality. As one Target executive liked to put it: "Williams Sonoma quality at Wal-mart prices.” No pressure, right? As this new brand evolved it became clear that the new closet collection would fit best under the MBD umbrella.

NYC ethnographic research highlighted the struggles of keeping small spaces organized.

After visiting many messy apartments and interviewing dozens of individuals, along with nationwide virtual research via Dscout it was determined that rather than try and provide a fully customizable closet system (think Container Store’s Elfa or Closetmaid) we would have better traction with Target guests by offering them solutions that could fit their existing spaces while also allowing them a level of customization that wouldn’t require hiring a contractor. These insights were critical to forming the basis of what would eventually become the Made By Design Closet Collection.

Made By Design Closet Organizers (photo: Target.com)

The core of the collection are the modular, stackable organizers. Sized to be able to hold popular sizes of storage bins, they were designed with sliding inner panels that could be reconfigured depending on the guests’ needs. Constructed of 15mm thick foil-wrapped particleboard, the units can be assembled in minutes using only 8 screws. Sturdy and stackable, they can be positioned in a variety of ways to create a solution that fits your needs.

Using a variety of materials in basic, utilitarian finishes the total collection began to take shape. Matte-white and black metal shoe racks, slightly frosted plastic bins, and gray fabric hanging storage solutions helped round out the collection. Adding in thoughtfully-curated accessories such as hangers and hooks helped create a total storage and organization collection that went well beyond the closet.

Made By Design shoe rack (photo: Target.com)

Above all the items had to function both individually and as a system. A significant amount of time was spent working with suppliers to tweak every detail to ensure we hit the right balance of quality, functionality and design while still maintaining price points that were accessible to young milllennials just starting out after college or moving into their first apartment.

Now on it’s second year, it’s exciting to see the MBD brand evolve and grow, adding new categories such as Luggage and Sporting Goods.

Developing products for Target was an amazing experience and it’s hard not to walk through the store today and check up on some of my favorite past projects. I’m so proud to see this collection continue to thrive after the amount of work that went into it.