Cutting a red ribbon is synonymous with grand openings and launches. It’s a simple, recognisable icon that conveys gravitas and grandeur. We wanted to create an interactive piece that was involving and intriguing. The recipient cuts the ribbon to open and, in doing so, they play a part in the launch. The identity change was initially prompted after extensive research, now Target wanted their customers’ reaction, feedback and comments. We also added an incentive for prompt replies.

Everyone we mailed to replied.The client stated "The whole re-branding exercise has been a smooth and professionally managed process, which now positions Target Express as the carrier that truly provides 'silver service' to our customers"