Babies R Us Brand Icons
Project Scope: Art Direction, Concepting & Illustration
Babies R Us was the go-to destination for all baby essentials and often the first stop for expectant parents. Its Registry Guide, considered the ultimate baby resource, provided everything needed for a new arrival, along with helpful educational content to guide decision-making and ease the stress of preparing for such a major and exciting life event.
The Challenge
With Babies R Us offering a wealth of educational content and essential information for new and expectant parents, our in-house team wanted to strike the right balance between being informative and approachable. The challenge was to infuse warmth and friendliness into the brand identity without losing the sense of trust and reliability that parents depended on. We needed to create visuals that softened the delivery of important topics, making the content feel less overwhelming while still ensuring parents felt supported, informed, and ready for their parenting journey.
The Goal
Create playful baby icons and emojis to give the Babies R Us brand a fun and friendly personality. Bringing important educational content to life, making it more approachable for parents.
The Solution
As an Associate Creative Manager in house at Babies R Us, I developed 3 distinct visual concepts for what the icons could look like by mocking them up on store signage, the Registry Guide, Registry gifts including onesies and more! I presented them to the management team and after aligning on the direction, I designed and illustrated of 150+ icons and emojis. They were used in everything from the Registry Guide and monthly catalogs to in-store signage, emails, the website, and social media, adding a warm and welcoming touch to every part of the brand.
The Results
Our in-house teams brought these baby icons and emojis to life across all marketing assets. They were featured in everything from interactive in-store signage to animated social media posts, and even an iPhone app extension where customers could use the baby emojis in their messages! Both our team and customers absolutely loved these adorable icons and what they represented for the brand. They added a fun, memorable touch that strengthened brand loyalty and recognition, making Babies R Us feel even more special to our audience.
I’d love to help support your rebrand for your business!
With over 10+ years of design expertise in branding, illustration and product design, I’m confident I can help your brand stand out amongst competitors in a saturated market. I’ve worked with brands like Babies R Us, Skip Hop, Christmas Tree Shops and Raymour & Flanigan to help take their brand identities to the next level and I can help yours too!
