HOMEGOODS FINDER’S CAMP

Role: Design Direction + Art Direction
with Izzi Mordini, Jerod Barker, + Kelsey Kovalick

Insight

HomeGoods wanted to create a first-of-its-kind brand experience: an immersive, multi-day retreat that would capture the magic of “the find.” The challenge was to distill the joy of in-store discovery into an overnight, real-world experience, while navigating a risk-averse client with a minimal branding approach.

Idea

We developed Finder’s Camp, a whimsical, exclusive event that invited guests to explore, play, and connect through the lens of curiosity. The visual identity leaned into texture, movement, and unexpected moments to mirror the treasure-hunt nature of HomeGoods.

Execution

I led the creative development and production of the full design system, incorporating key brand cues like macro textures, the roofline graphic, and decor elements. I advocated for a bolder, more expressive approach that would help establish a stronger visual foundation for the brand. Internally, I also identified process and operations challenges that were putting the creative work at risk. I worked with Project Directors and Production to improve collaboration, surface at-risk areas, and implement smoother workflows across teams.

Outcome

Finder’s Camp launched as an immersive, joyful brand experience that translated HomeGoods’ in-store charm into a vibrant, shareable environment. The new visual language created a stronger, more distinctive design foundation for future brand activations, while the improved processes helped unlock better outcomes for both the internal team and the client.

”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