Joys“R”Us
At the heart of both Babies“R”Us and Toys“R”Us was so much joy. And sometimes a little stress, because parents awaiting the birth of a child could be celebrating a 5-year-old’s birthday, too. The needs were wildly different, and over time, that led to very different brand expressions. To create a seamless brand experience for this multi-stage customer, we developed a flexible “R”Us dual identity, bringing cheer to every conversation, and a smile to every touchpoint.
“R” icons were developed for a fun take on product categories from teethers and bath toys for babies, to party balloons and wood blocks for kids.
“R” characters were created for branded applications like shopping bags, gift card key fobs, balloons and branded product patterns.
Video animations added charm to the website, digital marketing and social content.
The design system’s unifying palette, illustrated icons and photography could also be used to distinguish each brand in store signage and digital marketing.
This work inspired a more customer-centered culture, and new ideas for dual-brand activations. As the design system began to roll out, a little magic happened. See next story, Breaking the internet.
Contribution
Executive creative direction