While working at COLLINS, Target was warming up to the idea of introducing a fitness clothing line. Something that was technical enough for a great workout while being stylish enough to go out after.

Enter JoyLab — a highly technical, size-inclusive performance line that has everything you need to wear all day, do a 5K then hit a par-tay afterwards. Our incredible team at COLLINS helped name, design and develop the brand and identity for the newest edition to the Target style portfiloio, working side by side with the Target Creative teams. Special shout outs to Esther Li, Flora Chan and Megan Bowker for brining this identity to life and our Strategy, Production and Account teams at COLLINS for teaming up, breaking a sweat, and maxing out on this awesome project.