In the wake of the bankruptcy of Toys ”R” Us, Baby Einstein had lost their way as they fought to find new channels, markets and revenue streams. Through our strategic engagement with their leadership and product teams, we worked to help redefine the meaning of brand in a category that didn’t know it was a ready for a new brand leader We helped bring forward a visual identity that created clarity and encouraged curiosity by being black and white in a sea of primary colors.


Brand positioning

Brand purpose

Visual Identity


Brand narrative

Social Content

Art direction