Public Lands Co-lab space ACTIVATION

At Public Lands, many stores include “Co-Lab” spaces—dedicated areas near the entrance where we highlight key brands, launches, and themed expressions. For this project, I designed a full brand expression for the Co-Lab space that focused on Public Lands branded merchandise, favorite partner brands, and our conservation efforts.

Visually, I wanted to celebrate the ecosystems our guests explore. I created illustrations of both East and West Coast trees, including the Sequoia and Eastern Hemlock, to express the breadth of terrain Public Lands represents. In collaboration with Christina Labrise, we also illustrated the full Appalachian Trail for East Coast stores and the Pacific Crest Trail for West Coast stores. Each trail map includes illustrated landmarks and indigenous wildlife, creating a rich, educational, and immersive storytelling layer for the space.

The result is a welcoming entry experience that feels both aspirational and grounded—rooted in place, product, and stewardship.