Writing in Tabitha Brown’s voice
Copywriting and experiential marketing strategy for Target’s partnership with Tabitha Brown and the supporting runway event.
Celebrity research
Runway communications
Experiential strategy
Target needed communications and event strategy that could support its partnership with celebrity Tabitha Brown while sounding specific, warm, and true to her public voice.
- 01
Studied Tabitha Brown’s book and social videos to understand her voice, tone, cadence, and audience relationship.
- 02
Supported marketing strategy, communications, and runway-event planning through GMR Marketing.
- 03
Applied brand positioning, copywriting, copyediting, experience design, and influencer-aware messaging.
A closer look at the Target work.
Target x Tabitha Brown · Strategic foundation
Getting into Tabitha’s voice before writing a word.
After Target solidified its partnership with Tabitha Brown, the assignment moved beyond ordinary event copy. The work had to understand Tabitha’s cadence, warmth, joy, and relationship with her audience so the communications could sound specific to her, not simply celebrity-adjacent.
The strategy connected Target’s brand world with Tabitha’s public voice, then translated that into marketing communications, event storytelling, and experiential planning.
Target x Tabitha Brown · Project Joy
Building the reveal story around joy, warmth, and momentum.
The Project Joy work shaped how the partnership would unfold: from announcement planning and story structure to the reveal, unboxing, runway, and social moments that made the launch feel celebratory and human.
The campaign narrative leaned into Tabitha’s joyful presence while giving Target a clear system for teasing, revealing, and extending the collaboration.
Target x Tabitha Brown · Event storytelling
Visualizing the runway and social moments before they happened.
The event work mapped how Tabitha’s voice and the collection’s energy could come to life across runway communications, social capture, and reveal assets. The slides show the bridge between concept, storyboard, and real event/social execution.
Target x Tabitha Brown · Experience design
Extending the launch into tactile, tiered experience moments.
The experiential system explored how the partnership could move from messaging into physical touchpoints: mini-racks, big boxes, little joy boxes, love notes, and printed inserts that made the reveal feel generous and collectible.
Target x Tabitha Brown · Print extensions
Carrying the voice into TAB Mag and launch print content.
TAB Mag extended the launch into an editorial-feeling print system, with cover options, content planning, and expressive poster-style pieces that kept the voice warm, stylish, and unmistakably Tabitha.
The work helped translate a celebrity partnership into a full launch ecosystem: event, social, experience, and print.
The work helped translate a celebrity partnership into event communications that respected both Target’s brand and Tabitha Brown’s unmistakable voice.