Client: Ella Eaglet is a specialty retail brand that sells furniture and decor for children's bedrooms, nurseries, and playrooms.

Audience: Expectant parents and parents of young children who want to provide their children with clean, safe, and attractive spaces. They link beautifully-designed spaces to overall wellbeing and are seeking a balance between functionality and aesthetics for nurseries, bedrooms, and play areas. They are partnered homeowners with household incomes of $150k and up.

Tone: Easy-going, friendly, positive, warm.

Challenge: Identify the “why” of a product that has limited practical function to parents that have several options for decorating their kids’ spaces.

Strategy: The product’s lack of any practical application made it necessary to communicate the product’s emotional “use.” Artistic illustrations carry many emotional and symbolic messages that can be extracted and refashioned into consumer benefits. The sun conjures up ideas of joy and positivity and the smiling face represents a friendly persona. From here, I crafted copy that associated the product with a friendly presence that positively impacts a baby’s moods.