Target set out to reposition A Bullseye View as more than a corporate newsroom, envisioning it as a content engine with real brand, editorial, and business impact. The goal: transform the platform into a mobile-first, search-optimized destination that merged brand storytelling with measurable outcomes.

The relaunch introduced a full-scale editorial strategy grounded in performance insights, audience behavior, and seasonal retail rhythms. Content was restructured around consumer interests, product innovation, and brand transparency, creating a system that encouraged both exploration and return visits.

The design emphasized flexibility, allowing editorial stories, campaign integrations, and behind-the-scenes features to coexist within a cohesive user experience. A scalable CMS architecture supported modular templates and publishing tools that increased speed, consistency, and discoverability, without compromising brand integrity.

The platform was reengineered to drive outcomes across marketing, communications, and reputation. Site architecture, UX design, and editorial strategy worked in tandem to support long-form storytelling, cultural moments, and business priorities, across both desktop and mobile.

Key Results

• 12M+ monthly visits

• Nearly 3-minute average time-on-site

• 90x increase in organic search traffic

The evolution of A Bullseye View proved that corporate newsrooms can function as dynamic content ecosystems when built with intention. The platform became a central channel for brand voice, delivering value to consumers, media, and internal stakeholders alike.

Recognition from the Shorty Awards for Best Branded Content underscored the impact of the transformation, highlighting a new standard for digital editorial in retail.

When editorial platforms prioritize utility, clarity, and relevance, they become more than repositories. They become brand assets built for longevity, performance, and cultural resonance.