It’s not secret that safety can be seen as a killjoy…

That because you’re safe, you don’t have the freedom to explore the world around you. Well, with the Safety 1st™ rebrand, we’ve recontectualized “safety” from a killjoy, to a joy enabler. Safety is no longer a limitation, but a prerequisite to joy, exploration, and growth for children and their families.

As the lead Designer and Creative Manager throughout the Safety 1st rebrand, I was able to experience the joy of seeing a 40 year old brand come to life in a new way. Trusted by parents and caregivers, Safety 1st’s brand identity now reflects those that use and love our products. All elements of the brand were reimagined and, alongside an amazing team, we are able to connect to consumers in a reinvigorated way. See below for a sneak peak of the Brand Anthology and some of these consumer facing activations.