Gymboree, an iconic children’s apparel brand, was acquired by The Children’s Place in 2019. I led creative strategy & direction for the February 2020 brand relaunch. With a distinctively different customer base, yet living side-by-side with The Children’s Place in both brick-and-mortar and the virtual stores, it was critical that the two brands preserved unique brand identities. Legendary among their loyal mom fanbase, Gymboree is well-known for beautiful quality, intricate details and whimsical designs–all in matching “bow-to-toe” styles that are perfect for special occasions, family outings and making memories. Capturing the quality, details and comfort, while celebrating the essence of childhood was key to the creative direction, showcased by authentic lifestyle photography, beautiful product detail imagery, a playful graphic style and a whimsical, heartfelt tone.
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