Strategy & Voice
2 disciplinesSub-brand strategy for Boody's 2017 babywear line extension. Defined what BoodyBaby would inherit from the parent (60/40 framework, fiber story, content standards) and what it would change (voice, hashtag, creator roster, color temperature, white balance). The rule was that line extensions fail by either disappearing inside the parent or peeling off too hard. BoodyBaby needed neither.
Voice & Messaging
#voice-messagingParent-first voice that dropped the performance-wear language and picked up the fabric, fit, and wash vocabulary parents actually need. No cheeky, no ironic, just honest. Two-hashtag system: #boodybabyUS for branded posts, #ourlittlestwonder for community posts. The split kept the community tag clean.
Systems
1 disciplineContent Systems
#content-systemsCrossover content rules for moments that called for both brands in one image (a mother in Boody, a baby in BoodyBaby). Both hashtags, both rosters, both brand voices respected. The framework let the two sit together without forcing one to absorb the other.
Photography & Film
1 disciplineStudio and at-home photography across three years. Baby cast, parent cast, mom-and-me pairings for the crossover moments with the parent Boody brand. Warmer white balance than the parent, softer light, more candid framing.
Marketing & Social
2 disciplinesOwned the BoodyBaby US Instagram + Facebook feeds for three years (2017-2019). Same monthly editorial cadence as the parent Boody feed, different brief and tone. Roughly a dozen branded productions per year plus the always-on creator and parent contributions.
Influencer Programs
#influencer-programsSeparate parenting-tier creator roster running on its own brief. ~30 creators, mom and dad accounts plus a handful of pediatric wellness accounts, in the 10K-20K typical range. Softer guardrails, longer lead times (2-3 weeks per post) so nobody was rushing a baby for a deadline. ~250 creator-produced baby posts across the partnership.
A bench that read as parents first.