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If anyone ever doubts the value of design, just point them here. As usual, the amazing Target has done it again.

With the launch this morning of their Missoni collaboration, both the stores and the website were inundated. Everything sold out in a matter of hours. And this lovely splash screen was their way of dealing with all the traffic. Here’s what the first paragraph of light gray type says: “We are suddenly extremely popular. You may not be able to access our site momentarily due to unusually high traffic. Please stay here and we’ll try to get you in as soon as we can!”

Note those words “extremely popular”. Note that the only reference to the name of the company on the entire page is the dog’s name badge. Note that the tone is welcoming and friendly with a touch of self-humor. Note how everything about it is intended to delight the viewer. There is absolutely nothing about this page that is safe or expected from a mass market retailer. Note that this page could not exist on any other company’s website.

Now look at your own materials and see if they reflect whatever is unique about your company. Could someone else slap their name on your website or brochure and use it? If so, maybe it’s time to rethink how you’re branding your products and services. Maybe you need to be you, instead of being safe. As Seth Godin says, “You’re either remarkable or invisible. Make your choice.” Target did, and it’s paying off big time.