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New direction in baby retail

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buybuyBaby operated stores across the US and Canada, offering a wide range of clothing, strollers, and essentials for infants and toddlers. When my contract started, the product and marketing departments had just been brought in-house recently.


  • Design marketing emails that align with the criteria set by developers, marketers, project managers

  • Lead implementation of potential brand guidelines developed by the first in-house Creative Director


To the right are examples of marketing emails for buybuyBaby that were designed by agencies before the work was internal. The previous marketing material lacked consistency, visual hierarchy, and groundedness. This presented an opportunity for improvement, enabling us to elevate and synthesize the visual brand for a more cohesive and impactful approach.

Design examples before redesign


Email templates that successfully adhere to the new brand guidelines and email structures defined by the development team. Despite working within a limited window of creativity, we crafted friendly and appealing emails tailored to parents of toddlers and infants.

Email design 1
Email design 2
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