Welcome to the edge of your seat.
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.