This may look like baby stuff, but don't be fooled. Creating a brand from the ground up -- whether it's in retail, tech, healthcare, finance,  food & beverage, etc. -- requires layers of thinking and execution. 

​

When we created Disney Baby nothing like it existed in the infant category, so we needed to introduce it in a way that parents would understand, and seek out. I wrote everything from the strategy and positioning to the tag line, packaging, advertising, POP and style guide. Disney Baby was my baby.

​

The vision paid off. Disney Baby became a multi-million dollar global business with its own brand of retail stores around the world.