I led the team to create and produce the inaugural Finder’s Camp, an exclusive multi-day, overnight immersive experience designed to evoke the excitement of discovery that defines the HomeGoods brand. The design system drew from HomeGoods’ visual pillars, incorporating macro textures, the roofline graphic, and home decor elements. A playful, curiosity-piquing design was achieved by leveraging the approachability of the brand and explorative in-store experience. Given the minimal branding approach and risk-averse nature of the client, we pushed to establish a more expressive visual system, and as a result, a stronger design foundation.

Upon joining the project, I identified operational and process challenges that jeopardized the success of the Design and Creative teams. I collaborated with Project Directors and Production to address these issues, improve working relationships, give visibility into at-risk areas, and streamline workflows. This strategic approach ensured a smoother process and a more impactful final result.

Design Direction, Art Direction: Emma Dowling. Design: Emma Dowling and Izzi Mordini.

”Emma and the design team did such beautiful work, really crafting and elevating a cohesive look and feel for HomeGoods Finder’s Camp. Emma was able to lead a team of designers, delegating and planning the best way to divide and conquer, all while making sure we received deliverables in time for our tight deadlines. I appreciated her collaborative nature, and her warm way of welcoming ideas and working together with the creative team. She had a sense of calm and positivity even with very quick deadlines and turnarounds, and I think her energy helped the team stay positive and organized throughout the production." -Constance Leonard, VP, Creative Director.

“We were up against tight timelines with multiple assets and version control needed. Emma flagged right away that live communication and check-ins were needed in order for her team to track properly and meet expectations. I appreciated this request as Teams is not always the best form of communication–AND in the end it really paid off. Emma was able to lead her team to produce fantastic merchandise and signage designs for Camp. It was clear that she was a true leader on the design side during this campaign.” -Amanda Holmes, Project Director