Buy 10 prescriptions with the Target REDcard and get a 10% off day of shopping throughout the store. That was the [relatively] simple proposition to entice guests to open a credit or debit account and enroll in the Target Pharmacy Rewards loyalty program. Not so simple was the fact that REDcard and Target Pharmacy are managed by two completely separate business units, and each had their own distinctly different marketing campaign. To bridge the two, we created a new Target Pharmacy Rewards brand identity and visual system that linked the signature icons of each business—the ClearRx bottle, and the REDcard card—with a flexible system of circles, reinforcing the "red, white, and round" of the Target master brand. Agency: HartungKemp Photo art direction: Scott Swartz Release date: 2007