Carter’s Child of Mine

The Ask

I was brought in to redefine Carter’s Child of Mine for modern parents, grounding the brand in real life, not perfection. The mandate was clear: make the brand feel more human, more relevant, and more emotionally connected, while driving measurable impact at scale.

The Challenge

Parenthood is messy, unpredictable, and deeply emotional, but the category often presents it as polished and aspirational. The challenge was to shift the brand toward honesty and relatability without losing warmth, trust, or mass appeal. The work also needed to live seamlessly across digital and in-store touchpoints throughout North America.

The Creative Direction

I led a brand refresh rooted in one core belief: real life is the brand. I established a new photography style and voice that embraced imperfect, everyday moments, wobbly steps, snack spills, surprise naps, and treated them as points of connection, not chaos. The result is a playful, emotionally grounded system designed to scale across platforms while staying true to parents’ lived experiences.

The Results

The shift repositioned Carter’s Child of Mine as a more relatable, endearing brand—driving both emotional resonance and business growth.

• Brand Awareness: COM 82% (+3 pts)
• Brand Appeal (T2B): COM 87% (Q1–Q3 2024)

Impact

• Increased engagement across digital and in-store channels
• Sales uplift driven by stronger brand affinity and loyalty
• Improved brand recall and sentiment among core parent demographics

By aligning creative expression with real parent behavior, the work strengthened connection, performance, and long-term brand equity.