HALO | SwaddleStretch Launch

The Insight

No two babies sleep the same.

Some need to feel tightly held. Some need movement to settle. But the category has typically forced a tradeoff: too restrictive, too loose, or stuck in one position. There wasn’t a clear middle that reflected how some babies actually sleep. There are also many parents that would like to swaddle, but classic options are intimidating or against their preference.

The Positioning

Freedom to move without losing the benefits of a swaddle.

I anchored the product in “stretch,” but made sure it didn’t stop there. Stretch is how it works. Movement is why it matters. The story reframed movement as a positive—something that can help babies settle, not disrupt sleep. Arms up, out, or anywhere in between—paired with enough structure to help calm the startle reflex. Because sleep doesn’t always look like staying still.

Portfolio Strategy

This wasn’t about replacing an existing hero—it was about expanding the system. HALO’s core swaddle is highly successful. The risk was cannibalization. I positioned SwaddleStretch as a distinct second option within a broader sleep system: One for babies who prefer a more secure, held feeling and/or need more movement and flexibility

I built a simple, visual decision framework to help parents quickly understand the difference and guide them to the right product for their baby. The goal wasn’t to compete internally but instead to make the portfolio easier to navigate and increase overall conversion.

Making it Click

A PDP experience designed to make the product instantly understandable, translating movement, fit, and function into something parents can see in seconds.

← Swipe to explore →

Creative & Full-Funnel Campaign Development

I lead a team to bring the campaign to life across email, social, and paid—building a cohesive, full-funnel system that guided customers from discovery through purchase.