buybuybaby
Grows Up
As the nation’s largest specialty retailer, buybuybaby was looking to double its growth and build greater brand awareness. With the goal of connecting with expecting parents and parents already in the throes of parenthood, I defined its brand positioning and strategy, modernized its brand identity, and created content to welcome all families to parenthood.
Brand positioning | Brand Identity | Campaign Development | Omni-Channel Marketing | Retail & Experiential Design | Content Strategy & Development | Organization Building & Leadership
Brand Strategy
As an essential first step in overhauling the brand, we partnered with Red Scout to help identify the brand’s purpose and develop a customer value proposition. From there, I helped refine our brand positioning and develop our brand expression.
At the core of the brand is the juxtaposition between parents’ expectations of parenthood and the (often messy and imperfect) reality of parenthood. We set out to embrace that reality, the good and the bad, and support parents by preparing them for each step of the journey.
To communicate this idea, we created a new tagline — “Welcome to parenthood” — a phrase that intentionally makes space for all kinds of parents, families, and parenting journeys. Parenthood is full of contradictions; it’s messy and joyful and everything in between. We then created a series of videos, in partnership with The Distillery Project, to further crystalize what buybuyBABY stands for.
Brand Identity
Modernized buybuybaby’s look and feel to be sophisticated, playful, and flexible as a design system. Bright colors, playful designs, and graphic illustrations create engaging experiences that connect with parents without feeling juvenile.
Created a brand voice that builds trust with families and empowers them at the same time. By being relatable, supportive, and knowledgeable, buybuybaby helps parents feel supported, excited, and confident through every stage, so they can focus on what matters most.
Photography
Elevated the brand photography to show a realistic portrait of parenthood with real, lived in spaces, and parents and children of all ethnicities and abilities.
Retail & Experiential
To grow its position as a trusted partner, buybuybaby set out to re-think its retail experience, with the entire customer journey in mind. Designed to be warm, welcoming, and modern, the new stores inspire parents through visual and editorial storytelling, support them with an empathetic shopping experience, and offer them value where they need it most.
Content
Developed buybuybaby’s first content hub, named Parently. Encompassing a wide range of content, from pregnancy to daily routines, Parently features stories, interviews, videos, and more.
CREDITS: VP of Creative: Ethan Trask | Creative Director: Emma Gaines-Ross | Art Direction: Shira Cohen | Design: Blanche Perez | Copy: Taryn Mohrman, Silissa Kenney | Photography: Frank Frances, Cheng Lin, |
Video: The Distillery Project | Social Content: Claire & Erica | Retail Agency Partner: Change Up