Target Corporation came to Little & Company with the theme “Creating Value” for its 2002 annual report. The idea: continued success is directly related to the value provided and received by investors, team members, the community and the guest. Target wanted an annual report that would communicate this message in a clear, attractive and motivating way, that would inspire pride in ownership among all audiences, and would encourage team members to continue to provide value at every level. In response, Little & Company designed a report that weaves the "Creating Value" theme throughout the book to show how each audience benefits from the proposition. Bold statements help to define value in fun, emotional and inspiring ways, and seek to demonstrate the client’s commitment to improving the guest experience. The piece also features the hip visual approach Target is known for, including the advertising campaign “Living in the Red.” A combination of powerful, focused copy and cutting edge imagery communicates the promise and benefits of living up to the theme, while directly supporting the brand. The approach is consistent with Little & Company’s 20 years of experience in building brands through the discipline of design, which, say firm officials, is a vital consideration in every creative project.