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When I started working at 4moms, the look and feel fit-in with the current juvenile space, but did not fit with the products and mission of the company; a modern, high-tech take on baby gear. After spending a little time understanding the company objectives, I began working on identity updates as a side project.

The new design is a clean and modern type treatment that highlights the number '4' in a playful soft square shape that feels both sophisticated and soft at the same time. The rebrand was implemented in the beginning of 2010.