Challenge

A chance discovery of simple, beautiful baby clothing in Paris revealed an opportunity: evolving aden + anais from cotton muslin swaddles to premium baby clothing line. Success required translating the brand design sensibility into a comprehensive fashion line while extending the brand's premium position—balancing heritage with innovation into a new business line.

I developed a comprehensive brand extension, Led cross-functional collaboration from initial concept through production, ensuring design integrity across all touchpoints.

Strategic Approach

• Created minimalist, sophisticated clothing line that honored brand heritage

• Developed cohesive visual system spanning product design, packaging, and marketing

• Directed editorial-style photography capturing brand essence

• Established new design language for tags, labels, and retail displays

Led creative execution through

• Original silhouette design

• Editorial photography direction

• Retail experience design

• Cross-functional alignment

Impact

• Successful category expansion maintaining premium positioning

• Strengthened brand equity through consistent visual storytelling

• Enhanced retail presence with sophisticated merchandising

• Contributed to company's year-over-year growth

This work demonstrates how strategic design vision—from initial discovery through full-line execution—can transform brand trajectory, proving that thoughtful design elevation drives both market expansion and business growth.