HTTP://UP2D8.TARGET.COM
Peek inside a teenage girl’s diary and you will likely find just as many doodles, drawings, and stickers as you do actual words. Unfortunately for teenagers, computer desktops—another daily staple of teen life—don’t offer nearly as many options for customization. “You’re limited with an operating system your dad uses,” says Todd Purgason, creative director at JUXT Interactive.

So when the firm teamed up with Target to create a downloadable software application for teen girls, designers gave these stylish consumers the power to decorate their digital environments just like they would their bedrooms.

Up2d8 lets users choose from six desktop themes, ranging from punk rock and pretty flowers to Japanese anime, then access stickers, clip art, and drawing tools to make a personal statement. There’s also a digital calendar, and if girls choose, they can use some of the applications online without ever downloading the software. In addition to making over desktops, the project packs a powerful marketing punch. Target automatically downloads updates to the software, providing girls with everything from fashion tips to music videos. This content runs in a special player, and users can click through to the relevant products on Target’s site. Designers also built Up2d8 with the future in mind—Target has the ability to add new user applications at any time.
Michelle Taute

JUXT Interactive
EXECUTIVE CREATIVE DIRECTOR: Todd Purgason
ART DIRECTOR: Joe Stewart
DESIGNERS: Brian Miller, Kenneth Macy, Justin Bernard
LEAD PROGRAMMER: Rob Teegarden
WEB DEVELOPERS: Victor Allen, Casey Corcoran, Erik Bianchi
HTML DEVELOPER: Eric Lim
EXECUTIVE PRODUCER: Steve Wages
COPYWRITER: Joe Shepter
PROJECT MANAGERS: Bryan Booy, Sean Gibson
CLIENT: Target
CONTACT: www.juxtinteractive.com