To ground our work, we completed an audit of existing perceptions of Gerber Childrenswear.

We created a new brand persona that’s inspired by the modern mother who’s evolved past the old school June Cleaver archetype.

We then established a new tone for Gerber Childrenswear.

To push the brand apart from its competitors we proposed a modern, vibrant color palette.

Type and color explorations.

I worked with designers at Mind’s Eye in Atlanta to craft a logo that identifies Gerber Childrenswear as its own entity. By moving the iconic Gerber baby onto a clothing tag it instantly created a mark that is distinctly Gerber Childrenswear.

I wanted to capture real moments, so we cast real families as opposed to the models Gerber Childrenswear had typically used in the past. This mood board sold the concept through. The client had typically traveled to Chicago to work with a studio photographer. By working locally with a lifestyle photographer, our shoot yielded a larger, more versatile image library.

The brand language and imagery we developed were then used to create master creative that guided all other consumer touchpoints.

Designers extended the branding into social media and digital advertising.