Project Information


As part of their new brand launch initiatives, Target was looking to introduce a flexible fitness brand that would be technical enough for a workout, and stylish enough to go out with friends, afterwards. By combining street-style details with the technology of a true performance-wear line, JoyLab is one-of-a-kind, encompassing everything from sports bras and bottoms to bodysuits and bags.

This size-inclusive brand infuses fitness with fashion to make Target guests on-trend and on-point (at an affordable price point, as always). Having the ability to bounce from running errands to running a 5K, JoyLab seeks to delivers on both beautiful form and flawless function.

Target’s Creative Team partnered with COLLINS to help name, design and develop a brand and identity for this new athletic brand sold exclusively at Target. JoyLab’s energy speaks to the duality of smart, technical workout wear and the daily delight it brings. The logotype and its JL monogram playfully read both upside down and right-side up; a brand that will always be in motion.


  • Esther Li
  • Flora Chan
  • Megan Bowker
  • Antonia Lazar
  • Jess Lau
  • Catherine Dailey
  • Bryna Keenaghan
  • Gabe Benzur
  • Nicholas Rezabek
  • Teemu Suviala
  • Mari Juliano
  • Brian Collins