Cloud Island
Cloud Island is a collection of nursery décor, bedding, bath, layette and baby essentials that launched in May 2017. I was the lead creative for the brand launch and directed the essentials category extension and continuity work through 2018. The campaign resulted in above-expectation sales, and far exceeded benchmarks for relevance, relatability and shopping interest.
Essentials Launch
In January 2019, Cloud Island expanded its assortment with a line of affordable baby essentials. The internal team created the products from the ground up, with input from hundreds of parents. This campaign video features Robin Beck, Lead Chemist at Target, as she talks through the design process and what it means to her, as a mom, to bring these products to market.
