I was just 9 months into my own mothering journey when Ergobaby set out to market their first ever forward-facing baby carrier, The 360. A controversial move for the brand, they needed a strong campaign to explain their philosophical shift and product growth. Working in collaboration with LA-based studio, Project M Plus, we pitched Ergobaby’s corporate executives and top creatives to demonstrate our understanding of the brief, their market, and anticipated consumer reactions. I drew on my background in psychology and early childhood development to help position the product and concept for the brand’s first series of lifestyle-driven, location-based campaigns with influencer families in Ojai, Vancouver, and Nashville.
When Ergobaby acquired Orbit, I helped create their combined brand playbook and sales catalog, refining their brand voices and approaches to position the two together seamlessly as a family of brands. Soon Ergobaby embarked on a complete website overhaul, and I was tapped to help develop the copy, producing everything from front page headlines and supporting copy, to all new product descriptions throughout.
A few years later, Ergobaby needed a launch campaign for their debut newborn carrier, Embrace, that would equally appeal to first-time parents as well as loyalists with multiples. I positioned the product as the safest and softest way to carry a baby from day one and helped develop the campaign concept and copy to go to market.
Simplicity Is Golden
Perfect for slow, sleepy mornings around the house, or getting a load of laundry done. Steal a snooze on the couch, or
take a gentle walk outside for a breath of fresh air.
Supportive, stretchy and super comfortable, our newborn carrier keeps you both wrapped in the softest embrace while youdiscover your new rhythm together.
+ Brand Positioning & Playbook
+ Product Positioning & Copy
+ Campaign Concepts & Copy
+ Catalog Copy
+ Website Copy
In Collaboration With:
Project M Plus: All Creative Direction & Design