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BUYBUY BABY
CREATED A CLEAN VISION FOR TODAY'S MODERN PARENT.
CLIENT
buybuyBABY
Developed a fresh, modern look with a playful yet sophisticated feel to its 125+ retail stores in the US and Canada.
Collaborated with architects + store planning team to reimagine the new Buy Buy Baby retail space, with a complete transformation of all environmental graphics and navigation. Elevating customer experience + store profitability.
AGENCY
FAI Design Group
YEAR
2008-2023
ROLE
Creative/Art Direction | Brand Development | Package Design Graphics | Wayfinding Systems | Information Signage
Video Storyboarding | Illustration | Art Directed Photo Shoots
THE PROBLEM
The Uniqueness Dilemma.
Developed a fresh, modern look with a playful yet sophisticated
feel to its 125+ retail stores in the US and Canada.
Collaborated with architects + store planning team to reimagine the new
buybuy BABY retail space, with a complete transformation of all environmental graphics and navigation. Elevating customer experience + store profitability.
BRAND AUDIT
In Store Experience
A few key takeaways during store visits
THE RETAIL SPACE
An overwhelming sea of messaging and visual clutter.
The retail space has become an overwhelming
sea of messaging and visual clutter.
BEFORE
THE SOLUTION
Relaunched For Today's Modern Parent.
The NEW reimagined buybuy BABY
Exudes the warmth & sophisticated playfulness we were after, while still having the impact and a more consistent and strategic communication system that was so important in a busy retail setting.
Clearly define
the journey in a more compelling way by use of wayfinding and signage.
Simplify the messaging
and pinpoint specific key moments to communicate to the shopper.
Develop a toolkit
that creates one consistent voice throughout the store.
AFTER
HAND-DRAWN ILLUSTRATION + PATTERNS
Handmade patterns and organic shapes
Add warmth and playfulness.
and are used as a supporting design element to the overall message.
capture the
-
enchantment
-
whimsy
-
child like
-
city to country
to mountains to ocean
Instore Registry+Service Video
PACKAGING
Soft Where It Matters, Strong Where It Counts
Building Trust Through Every Touchpoint
MARKETING
Touchpoints That Feel Like Part of the Experience
all designed to carry the brand into everyday moments with warmth and clarity.
CIRCULAR COVER
SOCIAL CAMPAIGNS
IN-STORE GRAPHICS
STYLE GUIDE
AGENCY
FAI Design Group
CREATIVE DIRECTION
Allison Schwartz
DESIGN DIRECTION
Robert Scully
GRAPHIC DESIGN
Robert Scully, Joanna Loftus, Craig Valentino, Spence Driggs
ILLUSTRATION
Robert Scully
PRODUCTION
Jackie korr, Vicki Naftali, Jessica Fatigate
VIDEO + MOTION GRAPHICS
Ben Fraternale, Spencer Driggs
PHOTOGRAPHY
Vanblerck Photography
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