Goal: Relaunch Babies”R”Us Registry to put focus on the parent and the unique benefits the Babies”R”Us registry provides.

Solution: Using the insight that new parents are gathering a lot of information even before starting shopping, the Creative solutions featured lifestyle imagery and relatable messaging that connect to parents to begin helping them make sense of everything. Creative showed a simplified registry process and highlighted the 10% back as the main benefit.

I led the redesign of the Babies”R”Us Baby Registry, infusing all assets with the customer-focused “Be Prepared-ish” campaign. The relaunch saw an increase in registry creates by 1.3M, and added product value by 2%.

Creative Manager, 2016 & 2017