I worked directly with the founders of Onya Baby to take their branding from a cute children’s product company to a hip baby carrier company focused on empowering a healthy, active lifestyle with your baby. I conducted informational sessions with the founders to understand their goals and the direction they wanted to take the company. I researched the marketplace by shopping at big box, boutique and outdoor retailers. I interviewed shoppers and retail personnel about buying habits and motivations. This research informed multiple style boards to identify a strong creative direction. Once direction was set, I re-designing all of the collateral and packaging, creating a comprehensive brand system. The re-brand was a huge success, landing them in new retailers like REI and BuyBuyBaby.com.