Scope: Brand identity evolution, campaigns, product launches, website, email, paid, packaging, internal brand systems .
View the Website
Brand Design • Digital • Campaigns • Illustration • Art Direction
Role: Senior Creative Designer / Creative Lead
Timeline: 3.5 years
WAYB is a modern travel gear brand best known for the Pico, a lightweight, foldable car seat designed for families on the go. As a Senior Designer, I helped evolve the WAYB visual identity and developed a cohesive brand system across marketing campaigns, e-commerce, packaging, and digital advertising.
My work spanned product storytelling, art direction support, performance marketing campaigns, and the development of a scalable illustration and visual asset system used across Amazon, paid social, and brand channels.
The Challenge
Modern parents value travel, design, and sustainability, but the baby gear industry is dominated by bulky products and outdated aesthetics. WAYB set out to create a new category of premium travel gear, starting with the Pico portable car seat.
The challenge was to build a brand that felt:
• modern and premium
• safety-driven
• approachable for parents
• differentiated from traditional baby brandsWAYB was entering a growth phase and needed a more cohesive brand presence across marketing and e-commerce channels to support product launches and scaling acquisition. It needed to evolve from startup to premium travel brand.My Role
I served as the sole designer responsible for building and executing the WAYB brand across nearly all visual touchpoints. My work included strategy, design systems, and hands-on execution across digital, marketing, and campaign creative.
Responsibilities:
Created comprehensive brand guidelines and design standards and developed the brand’s visual language and color systems
Designed and maintained the company website and digital experience
Built scalable design systems for marketing and product storytelling
Produced advertising across paid social, digital, and marketing channels and designed campaign creative for product launches and seasonal initiatives
Created custom illustrations and graphic assets
Art directed and designed visuals for product and lifestyle photoshoots
Designed email marketing, e-commerce graphics, and social media content
Produced marketing collateral and internal brand assetsBrand Evolution
& Systems
I completely redesigned and refined the brand guidelines, clarifying typography, color systems, layout standards, and visual tone, to elevate the brand while keeping it warm, modern, and approachable. The result was a system built to scale with the business.
The visual language emphasized:
• clean typography
• warm neutral tones
• playful yet refined illustration
• real-life travel moments
This approach helped the brand feel both design-forward and family-friendly. I helped evolve the WAYB visual system to create a more recognizable and scalable brand presence across digital, packaging, and marketing channels.
Growth &
Performance Impact
Partnering with growth and lifecycle teams, I led creative across acquisition and retention channels during a period of sustained business growth.
Revenue grew from $9.4M → $12M+
Email revenue scaled from $300K → $1.4M+
Subscriber base expanded from 30K → 190K
Creative impact across growth channels:
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 socialMy role translated channel-level performance insights into scalable creative systems across email, paid media, web, packaging, and product marketing.
Creative Direction
& Art Direction
I led creative direction for lifestyle and product photoshoots, translating WAYB’s promise of portability, safety, and adventure into authentic storytelling for families.
• Developed shoot concepts and shot lists
• Styled talent and sourced wardrobe
• Assisted with location scouting and scene setup
• Coordinated with makeup artists and stylists
• Collaborated with photographers on composition, angles, and lighting
• Produced photography used across ecommerce, paid media, and social campaigns
Illustration System:
Building an Ownable Brand World
To create a more recognizable and scalable brand presence, I developed a custom illustration system for WAYB. The goal was to communicate product benefits in a playful but informative way while maintaining the brand’s modern aesthetic.
The illustration language became a core component of the marketing ecosystem and was applied across social, Amazon, packaging, and product education.
I created a series of custom illustrations to visually communicate the key benefits of the WAYB Pico. Each icon highlights an important selling point such as its lightweight design, travel-friendly portability, compact fold, and safety features. The illustrations helped simplify complex product information and created a cohesive visual system that could be used across marketing, ecommerce, and educational content.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. This included directing photoshoots and video shoots, managing external vendor partners, building campaign frameworks, and ensuring each launch felt cohesive while clearly communicating product value.
I designed and oversaw launch campaigns and product storytelling assets that translated technical safety features into clear, parent-friendly visual narratives.
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. 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.
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.