I partnered with Poppylist, an online baby registry service, to spearhead a comprehensive brand evolution from the ground up. The creative North Star is a custom script logo designed to feel inherently human, warm, and approachable. To build a brand that parents could genuinely connect with emotionally, I developed a visual ecosystem rooted in nostalgic patterns, storytelling illustrations, and an inviting color palette that establishes immediate trust and familiarity. Beyond the foundational identity, my ongoing partnership with Poppylist spans the complete redesign of their digital registry and e-commerce shopping experience, alongside experiential design for events and B2B communications.