BACKGROUND

Taking a big step into the fast growing millennial-driven juvenile market, AT&T launched its first line of multi-faceted baby monitors branded under AT&T | mHealth. The mHealth Baby Monitors connect parents to their baby via mobile devices, as well as documenting baby's health stats and sharing snap shots on social media. 

Identity | Visual Language | Packaging | Photo Direction | Launch Materials | Web | Merchandising

STRATEGY 

We were asked to create an identity that communicates juvenile product innovation but also conforms to AT&T's corporate brand guidelines. Inspired by the umbrella brand's renown warm lifestyle photography and the iconic, "humanistic" circles, our solution was a clean, minimalistic identity enhanced by an elaborate, multi-layered package to reflect the product quality and innovation. A two-day indoor and outdoor photoshoot was held in Salem, MA.

RESULT

The product line successfully gained placement and was launched exclusively at Babies R Us stores nationwide in March 2016.

Since then, the 4" Baby Monitor has become one of the top selected products for the Baby Registry at Babies R Us.