Gymboree

Work for Gymboree centered on a deep emotional challenge, how do you refresh a beloved children's brand keeping it modern and relevant season after season, without losing the nostalgia and connections of its past?

This meant grounding it in the core emotions and moments of childhood, while thriving in the context and energy of modern youth. From seasonal campaign strategy and photo art direction to in-store windows, packaging, direct mail, and print, we develop and stuck with these core pillars as our mission, applying it at every touchpoint, while keeping our team moving fast and reactive in a retail environment that never really slows down.

The most interesting creative tension was making sure that the customer experience was identical in every moment from overarching brand campaigns to the in-store experience, from social and digital to what arrived in the mailbox. Collaborating closely with product design and styling to align seasonal direction across all platforms and channels meant the Gymboree brand showed up as one coherent experience of a modern, yet timeless portrait of childhood.

Gymboree Flagship Store concept redesign and remodel.

Seasonal stories were build conceptually from scratch. From the creation of static story boards and photography to concept store mock-ups and working with the merchandising teams to building final execution planograms to be rolled out to the 800+ national and international locations monthly. 

These would then be followed by a full suite of marketing initiatives from print and digital collateral through national television advertising.