Summary

In March of 2025, Target introduced its latest HeyDay Artist Series collection, including the designs I contributed for this year’s edition. The project allowed me to bring my visual style into a national retail setting through a series of tech accessories.


︎Target heyday page

 
This past year, I had the chance to design a full tech-accessory collection for Target’s HeyDay Artist Series—now available in stores and online across the U.S. It’s one of those projects that quietly lived on my desktop for months, and finally seeing it out in the world has been surreal.

I joined the program alongside two other incredible designers, collaborating with Target’s product development team to bring three full collections to life—from phone cases and charging cables to small tech essentials. The process was equal parts creative exploration and deep dive into manufacturing, materials, and retail standards.

What Shaped the Work

I grounded the designs in the things I’m always drawn to:
typography, geometric forms, and confident color.
Finding balance between structure and play is a theme that runs through everything I make, and this project pushed me to refine that language within real-world production constraints.

What I Learned

• Designing for mass retail is truly collaborative—every detail is touched by multiple teams working toward one vision.
• Limitations can be surprisingly liberating; they force stronger choices and a clearer point of view.
• Nothing prepares you for the moment you spot your work on a shelf—there’s a special spark to it.

A Note on the Journe

Since studying graphic design back in 2014, I’ve always known this was the path I wanted. This project feels like a milestone along that journey—not an ending point, but a reminder to keep building, keep experimenting, and keep moving toward the work I want to make.

Special thanks to the HeyDay team – Rebecca P., Megan A., and everyone involved—for making this experience so meaningful.




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