Reimagining Embark: A Fresh Take on a Target Legacy Brand
I absolutely loved the opportunity to help Target reimagine one of its oldest private labels for a new era! Embark, an outdoor recreation brand originally launched in 2005, has always been about empowering guests to embrace adventure—whether near or far—with high-quality, functional, and stylish gear.
In 2023, I had the chance to lead the charge in redefining the brand—helping to shape its new strategy, product designs, and future vision. This refresh wasn’t just about updating aesthetics; it was about making Embark feel more relevant, innovative, and inspiring for today’s outdoor enthusiasts.
Below are just a few examples of the work I led—designing with purpose, passion, and a deep respect for the adventurous spirit that Embark has always represented.
Reimagining Embark: Making the Outdoors More Inclusive
Embark is one of Target’s longest-standing private labels—originally launched in 2005—but by 2019, it was clear the brand needed a refresh to stay relevant in a rapidly evolving outdoor industry. Then, the global pandemic hit, and the urgency for change became even greater. Suddenly, people everywhere were looking for ways to reconnect with nature, drawn to the overwhelming health benefits of spending time outdoors.
But there was a problem—access to the outdoors hadn’t always been equal. For far too long, outdoor recreation had been a privilege, with cost barriers limiting access to gear, campgrounds, and national parks—especially in urban communities.
That’s when Target tapped me to help drive a new initiative: “Diversify the Outdoors.” What started as a deep-dive into research—interviewing people from diverse backgrounds, learning about historical segregation, and uncovering fears around outdoor spaces—quickly grew into a movement within Target.
The work led to a full-scale effort to rebrand and redefine outdoor recreation, making it more inclusive, intuitive, and accessible for all people. Over two years, our team led focus groups, redefined Embark’s mission, vision, and brand principles, and launched products that truly felt welcoming to everyone.
I’m incredibly proud of the work we did—not just in redesigning a brand, but in reshaping the way Target approaches outdoor recreation. Because nature should be for everyone.
I couldn’t be more excited to have worked on my first Limited-Time Offer (LTO) collection with Target! This project was a dream come true, made even more special by the opportunity to collaborate with the brilliant Jack Carlson and his iconic brand, Rowing Blazers.
Jack’s first-ever collab with Target was all about making Rowing Blazers’ signature style more accessible—bringing its fun, quirky, and effortlessly cool aesthetic to a broader audience at an affordable price point. From the very start, the vision was clear: blend Rowing Blazers' preppy-meets-streetwear DNA with Target’s reach and inclusivity. The result? A collection that’s bold, playful, and undeniably fresh.
For me, the most exciting part was diving into the brand’s rich archive of graphics and designs. Getting to reimagine those classic Rowing Blazers elements in new and unexpected ways was an absolute thrill. Seeing the final pieces come to life—ready to hit shelves and reach a whole new audience—was the ultimate reward.
This collab was more than just a project; it was a chance to be part of something special, bringing high-style design to a whole new world of shoppers. I couldn’t be prouder of the work we did!
Product designed while working at Target on the Rowing Bazer LTO | Product photography by: https://rowingblazers.com/blogs/dispatches/rowing-blazers-x-target-1
Designing home gym, training, yoga, and wellness accessories for Target’s All in Motion brand has been an incredible journey—one that has shaped not only my growth as a designer but also my personal fitness and wellness mindset. I’ve had the privilege of working on so many different product types and categories that I’ve honestly lost count!
The All in Motion brand launched in 2019, just before the world was forever changed by the COVID-19 pandemic. Suddenly, people everywhere were rethinking what it meant to stay active while being stuck indoors. Fitness shifted beyond just hitting PRs and breaking records—wellness took on a whole new meaning. Movement became more about self-care, mental health, and accessibility rather than just performance.
I joined the team as Lead Designer in 2020, tasked with shaping the brand’s aesthetic and expanding its product assortment. It’s been amazing to see All in Motion grow from representing just 14% of Target’s sporting goods category to nearly 50% today. Our mission has always been clear: to make wellness more inclusive, intuitive, and accessible for everyone.
By focusing on quality, style, fit, and value, we’re helping more people find their own path to a healthier, more balanced life. And we’re just getting started! Stay tuned—I’ll be sharing more updates as we continue to drop new styles and push the boundaries of what accessible fitness and wellness can look like.
Products designed while working as a Travel & Sporting Goods Designer for Target. Product photo courtesy of Target - https://www.target.com/c/exercise-fitness-sports-outdoors/all-in-motion/-/N-5xt7dZq643lerbxbq
Expanding All in Motion Into Travel: Designed for Life on the Go
After the incredible success of our Back-to-School backpack launch, we saw a clear opportunity to expand the All in Motion portfolio into travel. This new collection is designed specifically for guests who are always on the move—whether commuting, exploring, or heading off on their next adventure.
With travel-light features, ultra-comfortable fabrics, and trendy, functional silhouettes, every piece in this collection is crafted to make life on the go easier, more stylish, and more seamless. Just like our approach to active gear, we’re bringing the perfect balance of performance, comfort, and everyday versatility to travel essentials—helping guests move through their world with ease.
Shaping the Future of Wellness at Target
As Target continues to evolve with market trends and guest sentiment, I was brought in to help shape the roadmap for future product development—one that shifts the focus from purely fitness performance to a more holistic approach to wellness.
This strategic transition has been essential to the brand’s success, reflecting the growing demand for products supporting physical fitness and overall well-being. By aligning with what guests truly need—movement, recovery, mindfulness, or balance—we’ve created a foundation that will continue to grow and evolve alongside them.
Wellness is no longer just about breaking records in the gym; it’s about feeling good, inside and out. As guest needs continue to shift, so will our approach—ensuring that Target remains at the forefront of accessible, intuitive, and meaningful wellness solutions.
The All in Motion Buzz: A Viral Hit!
The all-newAll in Motion collection is making serious waves—thanks to the viral success of the lifestyle backpack and faux neoprene collection! Guests everywhere are raving about the style, comfort, and functionality of these bags, and the excitement is spreading across social media.
With multiple styles selling out season after season, it’s clear that AIM is hitting the mark—and opening the door for even more exciting expansions in the future. Stay tuned—there’s plenty more fun (and innovation) on the way!
Products designed while working as a Travel & Sporting Goods Designer for Target. Product photography courtesy of Target.
https://www.target.com/c/adult-backpacks-luggage/all-in-motion/-/N-55ks5Zq643lerbxbq
Expanding Target’s Open Story Luggage Line
What an amazing opportunity to help grow Target’s Owned Brand—Open Story! I was tapped to expand the brand’s luggage assortment, introducing both premium and basic tiers to ensure travelers of all kinds could find the perfect fit.
For this collection, I leaned into Open Story’s existing design language—pulling iconic elements from its brand ethos to create a refined premium luggage set, a practical basic set, and a variety of thoughtful travel accessories. Each piece was designed with versatility, style, and functionality in mind—because great travel gear should make every journey smoother, whether it’s a weekend getaway or a cross-country adventure.
This project was an incredible chance to shape the future of Open Story, and I can’t wait to see where the brand goes next!
