Design Challenge:
How might we build a modern baby gifting brand that inspires parents to creatively capture their baby’s first year—balancing emotional resonance with thoughtful design execution?
Approach
I led the brand development for MOX from the ground up—defining the brand idea, mission, tone, and aesthetic direction. The idea was born from a universal insight: “You have a child forever, but a tiny baby for just a year.” That emotional truth became the foundation for a brand that celebrates the fleeting beauty of early parenthood.
From naming and positioning to design system and product styling, I crafted every element to express warmth, creativity, and Scandinavian modernity. The design strategy infused illustration, pattern, and typography into each product, delivering a cohesive and emotionally engaging brand experience.
Outcome
MOX emerged as a distinctive, purpose-driven brand with a clear point of view. Its visual identity blends storytelling with modern aesthetics, offering parents a memorable, design-forward way to celebrate early milestones. The brand balances emotional connection with functional beauty—making it a meaningful and lasting presence in the baby gifting space.
Areas of expertise utilized:
creative direction / brand strategy / naming / brand identity / product design / design systems / packaging
The brand essence for MOX was captured through brand traits and the mission statement definition. This work informed all the creative expression.
The brand book incorporated all aspects of the branding expression principles.
