My summer at Roundel within Target Corporation forced me to rethink what I thought design was. Until then, I was designing for expression. There, I had to design for response. Working on live campaigns for brands like Pace and Clorox made the gap obvious. It works if someone notices it, understands it, and acts on it within seconds. That shift pushed me to be more deliberate with hierarchy, copy, and pacing. At the same time, the environment wasn’t purely technical. Conversations around storytelling, accessibility, and even AI made it clear that design decisions are rarely neutral. Outside the actual work, just being in that system changed how I observe things.