WAYB, Inc.

Scope: Brand identity evolution, campaigns, product launches, website, email, paid, packaging, internal brand systems .

View the Website

$8.4M → $12M+

COMPANY REVENUE 

2022 - 2026

$300K → $1.4M+

ANNUAL EMAIL REVENUE 

2022 - 2026

30K → 190K+

EMAIL SUBSCIRBERS

2022 - 2026

Brand Design • Digital • Campaigns • Web Design • Email • Illustration • Packaging • Organic Social • Art Direction

Role: Creative Lead
Timeline: 4 years

WAYB paid social campaign system featuring portable car seat product advertising and branded campaign creative. 
When I joined WAYB as its first full-time creative hire and sole designer, the company was still operating like a startup creatively. There was a logo and the beginnings of a visual identity, but no formal brand guidelines, defined visual system or consistent approach across channels.

I built the creative foundation around it—turning a loose identity into a cohesive brand system that could grow with the business.

WAYB is a modern travel gear brand best known for the Pico, a lightweight, foldable car seat designed for traveling families

WAYB Pico portable car seat paid social campaign featuring multiple product color options.at the top and a button labeled "Shop Now" at the bottom.

The Starting Point

WAYB didn't have a framework for how the brand should look, feel or behave across different channels.

When I Joined…

→ No formal brand guidelines
→ No established visual system
→ Limited consistency across channels
→ No scalable creative templates
→ No dedicated in-house creative function

The Opportunity: 

To build the visual foundation WAYB needed to grow.
WAYB Earth Pico portable car seat promotional campaign featuring product benefits and a seasonal offer.

Growth &
Performance Impact

The Business Impact:

Revenue grew from $8.4M → $12M+

Email revenue scaled from $300K → $1.4M+

Subscriber base expanded from 30K → 190K

Redesigned lifecycle email systems, improving email CTR from 2.3% → 4.9%

Led paid social creative testing that reduced CAC by 18%

Directed creative for product launches that increased landing page conversion by 21%

Built scalable content systems across email, paid media, and social
My role translated channel-level performance insights into scalable creative systems across email, paid media, web, packaging, and product marketing.
WAYB eCommerce website design featuring portable car seat products, lifestyle imagery, and product education.
WAYB mobile eCommerce design featuring product storytelling, travel gear, and branded shopping experiences.

From Startup to Brand System


Before I joined, WAYB had the foundation of a brand, but no defined visual identity or system. Color, typography, photography, illustration, and layout varied and had  an inconsistent look and feel across channels. Creative was often developed one-off rather than as part of a cohesive, recognizable brand.

Before


After I joined WAYB, I evolved that foundation into a recognizable, ownable identity with a defined color and typography system, consistent illustration and graphic styles, clear visual guidelines, and an elevated photography direction rooted in candid, real-life moments and was consistent with the rest of the visual direction.

After

  • Slide from presentation titled 'Our Visual Identity' with the subtitle 'Logos, Colors, & Fonts'. The background is a muted blue-gray color.
  • Guide showing the symbol for the WAYB brand's wing with specific measurements and clear space guidelines, including a diagram of the symbol outline with grid and size annotations.
  • Page from branding guide titled "The Lockup" with diagrams and instructions for logo construction and clear space guidelines for the WAYB logo featuring a interconnected line symbol and the word "WAYB."
  • Page from a brand guidelines document with the title 'Scalability' from WAYB. It shows different logo sizes and types, including website favicon, US business card, US letterhead, and tabloid, with specified dimensions and a note about logo size recommendations.
  • A color palette chart displaying various shades with names and hex codes on the left side, and a bubble chart on the right showing color categories labeled as warm and cool with various shades and labels such as primary, secondary, neutral, accent, and corresponding warm or cool descriptors.
  • Color palette with various shades and corresponding color codes, names, and RGB values. The palette is labeled under 'Our Visual Identity' and includes categories like 'Stardust', 'Sandcastle', 'Pinkty Promise', and others, each with hex color codes, RGB values, and CMYK percentages.
  • A spread from a branding style guide showing typography guidelines. The page displays information about font options, including Poppins Bold, Poppins Normal, Poppins Light, and subheading styles, with sample alphabet and number characters for each.
  • Cover slide with the title 'Applied Visuals' and subtitle 'Patterns & Illustrations' on a light brown background with white lines.
  • Page from a brand guidelines document showing four color pattern variations labeled 'Brand Pattern & Visual Elements' with abstract shapes in teal, white, brown, and dark gray.
  • Page from a branding guidelines document showing various illustrated icon elements grouped and labeled as 'Individual Illustrated Elements,' with icons in muted colors representing core facets of the brand, including 'Eco-Friendly & Sustainable,' 'Sleek & Innovative,' 'On-The-Go,' and 'Parenthood.'
  • A digital document with multiple illustrated icons related to environmental and social themes arranged in rows. The icons include a person with a backpack, a medal, the Earth, hands holding hearts, a family, a book, an airplane, tools, a feather, recycling symbols, a person at a desk, a delivery truck, and others.
  • A collection of icons with descriptions highlighting features of child car seats, including ergonomic design, lightweight materials, safety features, environmentally friendly materials, and portability, with illustrations of cars, rockets, recycling symbols, luggage, feathers, and children in car seats.
  • Cover slide titled 'Photography Direction' with subtitle 'Styling & Visual Guidance' on a dark grey background.
  • A color palette and a collage of various photographs of children, parents, and families in different settings, associated with brand guidelines for photography direction, emphasizing warm, neutral, and candid tones with no oversaturated or bold colors.
  • A woman with a backpack walking with a man and a young girl, holding hands, in an airport waiting area with seats and large windows in the background.
  • Slide titled 'Our Brand' with subtitle 'Mission, Position, Message, Pillars, & Manifesto' on a teal background.
  • A man carrying a young girl in his arms, walking through an indoor space with chairs. The man is wearing white pants and a backpack, and the girl is wearing an orange top and denim shorts. There is a young boy standing nearby with a stroller and a white suitcase.
  • A section of a brand guidelines document highlighting three brand pillars: Solving Parenthood Problems, WAYBetter, and Multi-Tiered Sustainability, with brief descriptions for each.
  • Slide with title 'Brand Positioning' and subtitle 'How does WAYB stand apart?' explaining that WAYB addresses problems and develops solutions for making parenthood better, with a small WAYB logo at the bottom.
  • An informational graphic of a brand guideline page for WAYB. The page features the WAYB logo, a brand message about innovation and a philosophy of doing things 'Way Better,' with the emphasis on the phrase 'WAY Better' in large text. The text discusses the evolution of the WAYB brand and its core principles.
  • Brand guidelines document titled 'WAYB Brand Manifesto'. The page contains a company description emphasizing lightweight, portable gear for parents that is sustainable, safe, and thoughtfully designed. The bottom right corner displays the WAYB logo.
  • A woman with curly hair in white attire holding a rolling suitcase and holding hands with a young girl with curly hair wearing gray overalls and a white shirt, walking out of a building.
  • Slide with the text 'Our Personality' on a beige background
  • A page from a brand guidelines document titled 'Brand Personality: Who We Are' listing personality traits such as Witty, Upbeat, Warm, Humbly Transparent, Calmly Confident, and Conscientious with their descriptions.
  • A document page titled 'Brand Personality: Who We Are Not,' listing various personality traits with descriptions. The traits include Fearmongers, Arrogant, Behind the Times, Dishonest, and Cold & Corporate, each with a brief explanation of the trait's meaning and attitude.
  • A brand guidelines document showcasing brand personality attributes such as sleek, stylish, innovative, intuitive, beautiful, desirable, and relatable. It includes images of a Dyson hairdryer, Apple iPhones, a Tesla car, and a family with a child.
  • Slide titled 'Our Audience: Characteristics & Profiles' with a dark teal background and white text.
  • A collage of images showing various groups of diverse parents and children engaging in outdoor and indoor activities, including walking, playing, and socializing in urban and home environments.
  • A woman with blonde hair wearing a wide-brimmed hat and a black sleeveless dress, pushing a stroller with a young girl sitting inside, walking on a sidewalk in an urban setting with trees and streetlights
  • A website page with profiles of different customers, including photos and descriptions, discussing their backgrounds, interests, and product preferences.
  • Page from a brochure or presentation with text and photos. The left side features a woman and a young girl in a public space, the right side shows a woman with curly hair and a young girl in a stroller, both smiling outdoors.
  • Slide with brown background and white text reading 'Our Verbal Identity'.
  • A page from a branding guidelines document featuring color-coded sections with text about brand values, including themes like stress-free parenting, humor, relaxed tone, simplicity, and style.
  • A page from a brand guideline document titled "Social Post Guidance." It features a pie chart with sections labeled "BRAND," "PRODUCT," and "CONTENT." The page includes sections with tips for creating and curating social media content, emphasizing humor, connection, and brand storytelling, with some text styled in italics.
  • Page from a brand guidelines document showing various high-end brand images of cars, technology, fashion accessories, and a person, illustrating core principles of style and innovation.

Brand Evolution & Systems

WAYB brand identity system featuring typography, color, photography, digital design, and visual brand guidelines.

Creating the System from the
Ground Up

I developed the visual language surrounding the existing logo and turned it into a flexible brand system that could work everywhere WAYB showed up.

As the brand evolved, I documented the visual language into WAYB's brand guidelines—creating a shared source of truth for how the identity should be applied.

The New Visual Identity Defined: 

Typography · Color · Photography Direction · Layout · Graphics · Digital · Illustration Style ·  Packaging  · Campaigns

This gave the growing company a creative foundation that could scale beyond a single designer.

Packaging + Product

WAYB product packaging system featuring branded boxes, hang tags, patterns, and product collateral. 
I extended WAYB's visual identity beyond marketing and into the products themselves—building a cohesive system across packaging, product details and the full unboxing experience.

Product Direction


I also helped shape the visual direction of new product launches, collaborating on colorways, patterns and product details—including the launch of WAYB's soft goods line.

From Product to Package


→ Product color + pattern direction
→ Packaging systems
→ Product graphics + iconography
→ Manuals + instructional materials
→ Hang tags + interior labels
→ Branded tape + tissue
→ Product development spreadsheets
WAYB Daily Pack product marketing banners featuring sustainability, product features, and branded visual design.
WAYB product packaging system featuring car seat labeling, regulatory information, branded icons, and packaging graphics.
WAYB digital advertising creative promoting modern travel gear through branded typography and graphic elements.

Sales & Presentation Design

Throughout my time at WAYB, I partnered with leadership, sales, marketing, and product teams to create presentations that supported product launches, retail partnerships, and business growth. From retailer pitch decks and launch presentations to educational materials and internal strategy decks, I transformed complex information into clear, visually engaging stories that aligned with the brand and inspired action.

Highlights

→ Designed retailer, sales, and product launch presentations
→ Created campaign decks and marketing materials for internal and external audiences
→ Developed educational resources that supported product understanding and adoption
→ Built scalable presentation templates and systems for cross-functional teams
→ Partnered with leadership to communicate strategy, performance, and growth initiatives through visual storytelling

Marketing & Product Campaigns


I led creative direction for seasonal campaigns, promotions, and new product launches: developing visual concepts and overseeing execution across paid, owned, and retail channels.

Giving Campaigns Room to Play

Once the foundation was established, I built campaign systems that could flex season to season without losing the WAYB identity.
Each campaign could have its own idea, imagery and personality while still belonging to the same brand.
WAYB Under the Sea summer campaign featuring illustrated ocean graphics and promotional creative for the Essentials Bundle.
WAYB Under the Sea summer campaign featuring illustrated ocean graphics and promotional creative for the Essentials Bundle.
WAYB Juniper product launch campaign featuring the turquoise Pico car seat with nature-inspired creative direction.
WAYB Sunset Steal promotional campaign featuring the Pico car seat, custom sunset illustrations and digital advertising creative.
WAYB Halloween sale campaign featuring illustrated seasonal graphics and promotional creative for the brand’s travel bags.
WAYB sustainability campaign featuring custom landscape illustrations and messaging around people and planet-conscious product design.

Amazon, Meta, Google Display, and more

I designed performance-driven campaign creative for WAYB across multiple digital channels including Amazon, Meta, Google Display, and paid social. For Amazon, this included the Brand Store and A+ Content, translating the brand into a cohesive eCommerce experience .My work included product-focused visuals, feature callouts, lifestyle imagery, and motion graphics that communicated key benefits while maintaining a cohesive, premium brand presence across platforms.

These campaigns supported product launches, seasonal promotions, and performance marketing initiatives, helping maintain a consistent and recognizable brand presence across all customer touchpoints.
WAYB eCommerce design featuring Pico portable car seat product education, features, accessories, and branded shopping content.

Creative Direction
& Art Direction

Building the brand meant defining more than graphic design. I developed a visual approach for how WAYB products, people and travel should be represented across photography and campaign creative.

→ Developed shoot concepts and shot lists

→ Styled talent and sourced wardrobe

→ Assisted with location scouting and scene setup

→ Collaborated with photographers on composition, angles, and lighting

→ Produced photography used across ecommerce, paid media, and social campaigns

→ Edited and retouched final images as needed

WAYB lifestyle photography featuring a parent helping a child into a portable car seat.

Translating WAYB Into Physical Spaces

As WAYB expanded beyond digital, I developed creative direction and planning frameworks for future pop-ups, trade shows, and in-person brand moments. This work focused on translating the brand system into cohesive physical experiences, including layout concepts, signage direction, and supporting collateral.

The goal was to ensure the brand would feel consistent and recognizable whether customers encountered WAYB online or in real-world environments.
WAYB custom brand pattern featuring abstract shapes and colors from the visual identity system.

More Selected Work