How do you turn
a collection of
products into a
compelling brand?

You simplify. Right Mom and Dad?

The moment you decide to have kids, life gets…complicated. So, we made safety simple for our clients at Safety 1st. And who better to tell the world about it than the moms and dads who live it every day?

We know that every parent has their own style. So we repositioned Safety 1st around a new and differentiated brand platform idea, Parenting Less Complicated. We’ve launched an integrated multi-channel campaign, including a refreshed site experience based on parents’ individual needs and campaigns highlighting the Stay Clean Humidifier, Grow and GoTM All-in-One Convertible Car Seat and the Highest Standard in Safety locks and latches products.

After all, shopping for baby products is simpler when the Safety 1st parent experts know exactly what you need.

What we did.

Creative Concept

User Experience Audit

Brand Platform Discovery

Content Strategy & Development

Visual Design

Video Production

Lifestyle Photoshoot Production

Analytics Architecture Planning & Implementation

Guidelines made simple.

Just like parenting, branding can be a complicated word. We designed and wrote easy to follow guidelines, so anyone working with the Safety 1st brand can find the tools they need to keep the work consistent and simple.

Capturing the beautiful chaos around our products.

How it did.


Increase in online sales


Increase in traffic to D2C site


Winner of ADDY Video Award