content Strategy lead

While many consumers recognized Kids II brands like Baby Einstein and Oball, parent company Kids II had virtually zero brand recognition. There was also a need to differentiate more strongly among the brands, to attract the right customers and avoid cannibalization in aisle where there was category crossover.

We developed a comprehensive brand architecture and story for Kids II, giving the parent brand more of a personality and purpose, and connecting it meaningfully to all of its sub-brands.

We developed a vision deck to marry company goals with the needs of the target consumer.

We wrote manifestos and other collateral to demonstrate the ideal voice and “purpose” of the Kids II brand, and how we’d communicate this to the consumer.

To demonstrate how the brand voice translated across internal and external audiences and supported business goals, we developed communication pillars.

We created comprehensive voice & tone guides for each brand, helping clearly differentiate them from one another.