Amazon Baby Registry
Visual Identity, Digital and Collateral Design
Amazon Baby Registry came to us to help reposition them in an ever-growing category, elevating their humanity and personality while establishing a fresh, contemporary look. While Baby registry had to align with the Amazon parent brand, it also needed to be a distinctive family member. We provided an overall experience that feels simple, trustworthy and welcoming to a new generation of parents.
Role: Associate Creative Director at Tether
We developed a friendly, reassuring brand voice, followed by a multifaceted visual identity that captures the warmth and modernity of the brand. Over the course of our ongoing engagement, the team has created an array of consumer-facing assets, from web pages and digital campaign elements to marketing collateral, all with the brand’s redefined expression and parents’ needs top of mind.
Another phase of Amazon Baby Registry’s push for greater connection with its customers was a reboot of its Welcome Bag and contents. The key component was a welcome book, which we concepted, co-wrote and designed with the client. The “book” took the form of two-sided, ring-bound cards adorned with adorable illustrations, offering expert advice alongside specially curated products. They have since published several versions of this highly flexible format.
