Brand & Packaging Copy
All in Motion is Target's billion-dollar anchor performance brand. During my time with Target, I have assisted with this brand's refresh and maintenance at it expands into new wellness and outdoor rec categories. This work has included creating its brand statement, streamlining packaging copy hierarchy, enhancing apparel trim copy, developing franchise fabric and collection strategy as well as names, and evolving the tier naming strategy in apparel and hardline categories.
All in Motion
Embark was one of Target's oldest owned brands, and was in need of a brand refresh in the 2022 wake of the pandemic camping craze. I worked with my ACD and design team to make this a more accessible and inclusive category for our Target guests. This included drafting a brand statement, a guest-facing brand story, product wink lines, and complete hierarchy refresh.
Embark
In the tradition of Target's legendary fashion partnerships, I led the copy strategy for the Kate Spade limited-time offering. My partnership story was featured on packaging and online. I wrote fanciful names for the consumables in the collection and wrote wink line copy that was featured on jewelry giftables, snack, and gummy candy packaging.
Kate Spade x Target
This flotation vest packaging was part of the first Backcountry x Petco collaboration. This was a functional camping program targeting pet parents who are looking for ways to include their dogs in their favorite outdoor activities. In this collaboration, we were challenged with meshing our two brand voices and design elements while communicating hero features and benefits and somehow including the Backcountry team's dogs. I solved this by making the Backcountry dogs our canine spokespups.
Backcountry x Petco
Started as a Bottle was initially launched as a multi-category and one-time seasonal collection that Petco launched after the Holiday season in 2019. Our team was tasked with creating a concept that communicated how the collection's product was made from recycled content in a clear and accessible way. Our winning strategy included speaking from the POV of the recycled materials. This seasonal collection went on to become one of our most successful programs ever. Since then, it's been brought back 5 more times.
Started as a Bottle
EveryYay Crate Training Guide
EveryYay from Petco speaks to the ups, downs, and all-arounds of being a pet parent. To help support proper crate training, I followed our Quality Assurance team's protocols to craft a guide we included in our EveryYay dog crate boxes.
