Driving craft, strategy, and innovation to create exceptional products and thriving design teams.
20+ years in design
8+ years managing teams
brook@lorntson.com
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(612) 382-1706
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Recent highlights
Driving the Vision for Target’s Next-Gen Curbside Experience
2025
Delivering the 0→1 Strategy for Target’s Industry First Same-Day Marketplace
2025
Leadership strengths
Craft
I’m a designer by trade and meticulous by nature, shaping experiences that are both intuitive and inspiring. By elevating craft within teams, I help designers push the boundaries of quality and creativity, ensuring products don’t just work well, but feel exceptional.
Innovation
I foster a culture of experimentation and learning that transforms ideas into real impact. By connecting emerging technologies, fresh thinking, and human insight, I guide teams to create breakthrough solutions that anticipate needs and define new possibilities.
Strategy
I bridge design and business to uncover clarity and direction, translating complex challenges into focused opportunities that drive growth. By aligning teams around a shared vision, I ensure design serves as both a creative force and a strategic lever for building the right things at the right time.
Recommendations
“Brook has an amazing ability to ask the kind of questions that open doors. He is never prescriptive, just thought provoking. He creates comfort in ambiguity and makes you excited about the "what ifs". Brook is also a true craftsman. He cares deeply about quality of craft and understands what structures need to be in place in order to level up the entire organization. ***** Five stars! Great human! Would work with again!”
Delisa Lopez, Design Leader @ FIS
“Brook was a critical member of my team at Target. Not only is he an expert in his craft, he grew into management of a team with patience and humility. His eye for detail is impeccable, he is a great systems thinker, and does not shy away from complex business challenges or growth opportunities. Looking forward to working with him again someday.”
Alison Gretz, VP of UX, Executive Coach
“I had the absolute pleasure of working with Brook as both a lead product designer and senior manager over many years at Target. He is an amazing designer and leader with super powers in shaping impactful work. Over the years, Brook went out of his way to share knowledge and offer insight on various issues facing both of our teams via specific advice, partnerships, and resources. This invaluable support helped establish critical processes that fostered better collaboration, cohesion, and overall health. As a designer, Brook has a keen eye for beautiful, thoughtful solutions and very strong strategic foundations that are always filled with research-based conviction. I am so happy our paths crossed and that I was able to grow and learn with such a wonderful human.”
Megan Russell, Principal Product Designer @ Udemy
“When it comes to design diligence, project strategy, and thoughtful team leadership, Brook is the person that you want on your team. Not only does Brook have a great eye for design, he possesses a keen mind that is able to focus on the tasks at hand, while also driving towards the big picture idea. This blend of tactical and strategic thinking makes him a valuable force in both design implementation, as well as people and team management. Brook takes a very mindful and holistic approach to everything he does, carries strong work ethics and beliefs, and also manages to be proactive and efficient through it all. On a personal level, Brook is honest, humane, witty, down to Earth, and a nerd at heart; All big plusses in my book!”
Jason Craig, Principal Product Designer @ StitchFix
“Brook and I had the pleasure of working on a number of project together; as well as managing some of the same designers. He is motivated to mentor and inspire others, challenging everyone to bring their best to the work everyday and to always encourage others to bring solutions when presented with a process or internal obstacle. As a project leader, his attention to detail and desire to collaborate across departments will encourage people to share ideas and open up opportunities that may not have otherwise been explored. It was an honor to work beside him.”
Grant Eull, Design Director @ MentorMate
“Some of my favorite work-life memories come from my time with Brook. If my life depended on a design that puts the user first but is also on the leading edge of what's fresh — I'd hire Brook. Again.”
Ross Phernetton, Executive Creative Director
Recent experience
Senior Design Manager
Guest-Facing Fulfillment
Target
May 2019 – Present
Minneapolis, MN
- Partnered with product and tech leaders to define a strategic vision, set priorities, and allocate resources to help shape the future of fulfillment at Target.
- Built a team of seven designers and raised the bar for craft while maintaining a strong team culture.
- Led a foundational redesign of the Drive Up experience, delivering an exceptionally polished interface while becoming the first curbside service to integrate CarPlay and Live Activities.
- Directed the integration of Target’s same-day delivery partner marketplace, Shipt, into the flagship app, another industry first for a major retailer.
- Spearheaded the creation of an AI-powered gift messaging assistant, redefining the gift-giving experience and helping Target reclaim ownership of joyful, personalized moments.
Lead Product Designer
Various Products
Target
August 2013 - May 2019
Minneapolis, MN
- Redesigned and modernized post-purchase and self-service experiences, improving usability and guest satisfaction.
- Managed the app design system, creating components, icons, and illustrations that streamlined development and ensured consistency.
- Led strategy and design of a new flagship app tab for grocery shopping, enhancing discovery and repeat engagement.
- Served as lead UI designer for a comprehensive redesign of target.com, unifying the brand experience across platforms as a single responsive codebase.
Associate Creative Director
BBDO MW ↗
August 2011 - August 2013
Minneapolis, MN
- Mentored and guided junior designers, elevating team craft and execution.
- Designed Schwan’s new delivery service app.
- Creative directed a multi-channel SPAM campaign, including TV, real-time animated social, and an innovative bottom-to-top scrolling website.
Senior Art Director
BBDO MW ↗
October 2008 - August 2011
Minneapolis, MN
- Led redesigns of the Minnesota Vikings and Aviva Life websites, improving usability while strengthening their brands.
- Art directed a TV campaign for the launch of MNsure.
- Designed a typeface featured in How magazine among other awards & recognition.
