Target

· Jun 16, 2026

The article announces the launch of e.l.f. Hair, a new six-product haircare line from e.l.f. Cosmetics. The collection features pastel-colored packaging and debuts on TikTok Shop and Target, expanding the brand’s affordable, Gen Z–focused beauty offerings into haircare.

· Feb 5, 2025

Collins redesigned Target’s up&up private-label brand to distinguish it from the retailer’s newer bargain-focused dealworthy line and position value as more than low cost. The system refines the arrow logo, uses bold color, prominent product names and eye-catching photography across more than 2,000 SKUs. Target also said the revamp reduces plastic and incorporates packaging improvements informed by occupational therapists, though the article notes that specific details were not disclosed.

The Brand Identity · Oct 27, 2022 · Interview

The Brand Identity’s interview with Morgan Smith of Mother Design explores her journey from discovering design through Tumblr to working on major branding projects in New York. Smith discusses her creative evolution, inspirations from minimalism and typography, and her experiences at Mother Design, including her first major project, Threads. The conversation highlights her design philosophy centered on refinement, clarity, and continual growth.

The Brand Identity · Mar 20, 2020 · Interview

This interview with COLLINS design director Megan Bowker explores her journey from Alaska to New York, her growth within the studio, and her evolving design philosophy. She discusses her process, mentorship under Brian Collins, and the importance of having a distinct point of view. Bowker also reflects on the diversity of projects at COLLINS, including work for Equinox Hotels and Target’s More Than Magic brand.

BP&O · Dec 7, 2018

BP&O features Collins’ branding and packaging design for Target’s Heyday, a new line of affordable tech accessories. The identity blends cheerful form language, bright color, and clever packaging details such as the euro slot motif. The article praises the integration of product, packaging, and digital presentation, highlighting the brand’s playful tone and thoughtful material design.

BP&O · Feb 27, 2017

BP&O features Collins’ brand identity and packaging design for Modern by Dwell Magazine, a collaboration between Dwell, Deam+Dine, and Target. The identity uses a modular, grid-based system, bright yellow and cool grey color palette, and Milo Serif typography to reflect modernist principles and product functionality. The result is a cohesive visual language that balances warmth, structure, and accessibility across a diverse product range.

The Brand Identity · Oct 31, 2016 · Interview

The Brand Identity interviews Brian Collins and his team at COLLINS about their multidisciplinary approach to branding in the 'Convergence Era.' They discuss projects for clients like Eos, Spotify, and Freewheel, emphasizing collaboration across design, technology, and strategy. The conversation highlights COLLINS’ philosophy of cultural contribution, integrated brand experiences, and the evolving design landscape in New York and San Francisco.