THE CHALLENGE
Expand Gymboree into the sustainable kidswear market and appeal to eco-conscious parents. The challenge was to create a differentiated sub-brand that could stand alongside Gymboree’s heritage, while signaling authenticity, sustainability, and long-term relevance in the organic apparel space.
MY ROLE
As VP Brand Creative, I oversaw the brand identity, creative strategy, and launch execution of Homegrown by Gymboree. I guided the development of the visual language, storytelling approach, and seasonal campaign structure to establish Homegrown as both a trusted eco-staple and a lifestyle choice for families.
THE WORK
Brand Identity: Designed a logo that integrated leaf elements, signaling natural simplicity and sustainability.
Visual Language: Built a warm, natural aesthetic using kraft paper textures, soft earth tones, and accent lighting to evoke an organic and cozy atmosphere.
Collection Strategy: Positioned Homegrown as an ongoing brand pillar by making it a staple that is refreshed seasonally, rather than a limited drop.
Packaging & Materials: Incorporated eco-inspired details such as kraft tags, natural fibers, and minimalistic packaging that reinforced the collection’s sustainable values.
Launch Campaign: Created a story-driven rollout that highlighted both the planet-friendly ethos and the joy of childhood moments, making sustainability aspirational but approachable for parents.
THE RESULTS
Successfully positioned Gymboree as a credible competitor in the organic kidswear space.
Strengthened brand relevance with eco-conscious parents, driving positive customer sentiment.
Established Homegrown as a long-term seasonal brand extension, not just a one-time capsule collection.
Elevated Gymboree’s perception from purely playful fashion to a brand that cares for children and the planet.
KEY TAKEAWAY / LEADERSHIP VALUE
This project illustrates my ability to build and launch a sub-brand from the ground up — from logo design and aesthetic direction to positioning strategy and launch execution. It highlights my strength in sustainability-driven branding, ensuring creative work balances authentic storytelling with competitive market positioning.
