After nearly three years of development, we’re thrilled to finally share our biggest side project yet. We’ve been designing a collection of wall storage pieces and hooks, and a selection of those items is now available exclusively at Target. It’s been a long journey, and we couldn’t be more excited to see these designs in the world.

We created dozens of concepts before narrowing the line to the final assortment. The pieces in the collection are available now at Target.com and will be displayed on endcaps in most U.S. stores starting March 31. You’ll find them in the Home Improvement section, where they will be featured for 14 weeks.

When you browse the collection you’ll notice familiar motifs we love—bees, vintage skeleton keys, and even a whimsical chihuahua silhouette among other playful and practical designs. We kept the price accessible: everything is priced at $14.99 or less.

Among the items we designed are raw wood hook rails—one with a picture ledge on top and one without—that invite a bit of DIY personalization. Paint, stain, wallpaper, decoupage, or other finishes make these pieces your own. Each rail comes with predrilled holes so you can choose from four hardware styles in either oil-rubbed bronze or white and attach them easily.

The collaboration began in July 2011 when Liberty Hardware, then a sponsor on our blog, interviewed us for research into the DIY trend. That initial conversation evolved into an invitation to co-design a line of products. We never imagined this project would lead to a partnership with a major retailer like Target, but the process steadily grew from idea to reality.

The next two years were an intense, fascinating period of design and development. We gained a new appreciation for the work that goes into everyday products on store shelves. Our role focused on creative direction—providing sketches, color and finish guidance, and iterative feedback at every stage. Liberty’s team handled manufacturing considerations and sales analysis, which were essential to moving our concepts from sketches and prototypes to finished products.

The development process blended traditional and modern techniques. Liberty’s designers translated our drawings into refined illustrations and then into models—sometimes hand-sculpted and sometimes rendered digitally. Those models became 3D prints and production prototypes. At each step we reviewed scale, symmetry, functionality, finish, and price, making adjustments and occasionally returning to the drawing board. We even took part in a focus group. In the end, we likely explored forty to fifty ideas before the current mix was selected.

Although much of the collaboration happened by email and conference call, we met in person numerous times. Liberty’s headquarters, a few hours from us in Winston-Salem, NC, hosted several meetings, and we traveled to their facilities as well. We also met with the design team in Chicago and flew to Target’s headquarters in Minneapolis on one occasion—where we happened to encounter a major snowstorm during our visit.

One particularly surreal moment was returning to Minneapolis after our recent book tour. That trip felt different because we had to keep the project confidential, and on the street outside the Target offices we were recognized a few times—making the secrecy feel awkward and oddly thrilling.

We shot the images used in this post and on the packaging in our home last November. Shooting felt familiar, almost like our book photography, with the added challenge of creating varied backdrops in a house with few painted walls. We used a remnant of grasscloth wallpaper behind the Burger hook, for example. Our brother-in-law, a professional photographer, handled the shoot—always nice to keep things in the family. Cropping and careful framing hid painters tape and trim that were lurking just outside the shot.

After months of meetings, revisions, and photo shoots, it still feels surreal to see the project live. We’re already working on new pitches that expand beyond hooks and wall storage, aiming for tight, seasonal collections that fit Target’s format. We hope to introduce more product lines throughout the year.

We’re deeply grateful to everyone who helped bring this collection to life—design partners, manufacturers, photographers, and the many people who tolerated our questions and refinements. Most of all, we thank our readers for sticking with us through this long secret. Your support has made opportunities like this possible, and we can’t wait to share what comes next.

Everything is available now on Target.com, and will be in most stores beginning March 31. We hope you enjoy the collection as much as we enjoyed creating it.

Update – Many readers ask about how to start and grow a blog and how to turn it into a full-time project. We’ve shared details about how we started our blog, grew our traffic, and built it into a career for anyone interested in learning more.