Brand Overhal
I started where anyone would – the brand guidelines. Ripped apart and rebuilt. Infused with updated color palettes, icons, photography direction, messaging and positioning that would actually resonate with an audience that was about to embark on the most wonderful, confusing, sleep-deprived journey of their lives.
Website
I transformed the site from a product-first, somewhat clinical shopping experience into something that feels immersive, intuitive, and rooted in real parent life. It shifted from static and transactional to a more emotional, story-led experience — where content, product, and education work together to guide, reassure, and ultimately convert.
Packaging
I reworked packaging across both hardgoods and softgoods to feel more intentional, more human, and a lot more aligned with how the brand actually shows up. For BassiNest, that meant simplifying to kraft and tightening the storytelling for both clarity and cost savings; for softgoods, it was a full visual shift — replacing outdated imagery with lifestyle-driven design and refining the messaging to feel more modern, cohesive, and real.
Photography & Video Direction
I completely shifted HALO’s photo and video direction from clinical and product-led to something that actually felt real. The existing work was staged, distant, and all about features—it didn’t reflect what those early days with a newborn actually feel like. I moved it from demonstration to storytelling, focusing on close, in-bed moments and the in-between interactions parents recognize.
I rebuilt the production model from scratch—new team, new approach, hands-on direction across everything. The result was work that felt more human, more emotional, and finally showed the product the way it’s meant to be experienced.
Old Imagery
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New Collection
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