Ted Audio Collective.

Audio Collective.

This is Design Matters with Debbie Milman from Design Observer.com.

For 11 years now, Debbie Milman has been talking with designers and other creative types

about what they do, how they got to be who they are and what they're thinking

about. On this podcast, EBIMellman talks with Todd Waterbury about how technology is changing

consumption and about how smartphones have raised our expectations for how

companies should interact with us. It's not enough to just let people know what

you stand for. Like life, you actually only get credit for what you do, not what you say.

Here's Debbie Milma.

In a land of big box stores, Target stands out.

Maybe it's the relentless red of everything from the color of its stores to its website and

bullseye logo.

Or maybe it's the value the company places in design, not only in its own branding, but in many of its product lines.

Since 2013, Todd Waterbury has been Target's chief creative officer, which means that what he and his team of art directors and designers create, is experienced by millions of people every day.

Before Target, Todd ran his own consulting company, working with clients like Uniclo and Twitter.

And for many years, he worked at the powerhouse agency, Widenin Kennedy.

He joins me today to talk about his career and his take on

designing for the masses. Todd Waterbury, welcome to Design Matters.

Debbie, thank you. This is a pleasure. I understand that your one bedroom apartment in Manhattan is outfitted entirely in black, gray, and white, and your dining chairs are not arranged around your dining table like most people.

Rather, they are in neat stacks on either side of a painting of stacked words.

The New York Times called it all perfect.

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