buybuybaby
Looking to double its growth and build greater brand awareness, buybuybaby brought creative in-house to elevate the brand, redefine its strategy, and connect with parents in an authentic way.
Brand positioning | Brand Identity | Campaign Development | Omni-Channel Marketing | Retail & Experiential Design | Content Strategy & Development | Organization Building & Leadership
Brand Strategy
With help from the agency Red Scout, we identified the brand’s purpose by developing a customer value proposition. With a focus on the juxtaposition between parents’ expectations of parenthood and the (less than perfect) reality of parenthood, buybuyBABY set out to support parents by preparing them for each step of the journey, including the good and the bad, the big and the small.
This strategy yielded a new brand tagline — “Welcome to parenthood” — a phrase that intentionally makes space for all kinds of parents, families, and the whole parenting journey, free of judgement. To bring this idea to life, we then created a series of brand videos, in partnership with The Distillery Project, to demonstrate that buybuyBABY’s deep expertise and knowledge in the reality of parneting, that it’s often messy, imperfect, and joyful.
Brand Identity
buybuyBABY’s branding was dated, gendered, and no longer relevant to Millenial customers. I modernized the look and feel to be sophisticated, playful, and flexible as a design system. Most importantly, the new branding appeals to parents rather than kids.
In addition to a more elevated look and feel, I developed a distinctive brand voice that builds trust with parents, and empowers them at the same time.
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