We were asked to update and enliven an internal Target corporate publication (titled 'What’s InStore') with high-quality visuals and fun, engaging design that appealed to team members of every age, ethnicity and culture.

Copy-heavy and clumsily oversized, the magazine lacked readership. A fresh, new piece (named RED) brimming with style and wit while containing useful editorial content could not only inspire team members but also serve as a retention tool.

Transforming a traditional internal communications tabloid into an educational yet fun ’zine required the following:• Presenting design and editorial content in an unexpected and clever fashion despite a restrictive budget;• Upgrading the quality of the design and writing to a level rivalling that of newsstand periodicals;• Keeping messaging team-focused, upbeat and relevant to encourage participation in company-sponsored events and community service; and,• Producing a fluid, continually evolving piece that perfectly complements its expanded online version.

• Team members who read What’s InStore “cover to cover” in 2004 equalled 16 percent; those who read RED cover to cover in 2008 numbered 27 percent.• Those who considered WIS “reader friendly” (2004) equalled 66 percent; in 2008, 89 percent felt the same about RED.

• Team members stating WIS “provides useful, valuable information” (2004) equalled 11 percent; in 2008, a whopping 75 percent for RED.*Source: Target’s “2008 RED Readership Analysis and Summary” of 15 focus groups (a total of 175 team members) interviewed in Minneapolis, Los Angeles, Charleston, S.C., and Portland, Maine.