I developed this brand exploratory concept for Babies"R"Us. With a strong focus on expectant parents, Babies"R"Us' goal was to elevate the brand perception, especially the registry program. The exploratory was developed with the focus of creating happy babies and parents. I chose to soften the existing dot elements through color and styling, and I developed new brand assets from characters and patterns. The work resulted in an updated value proposition and refreshed look.
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