SYNOPSIS

Repositioning a 30-year-old baby sleep brand from clinical staple to modern sleep authority.

HALO has spent thirty years as the brand hospitals hand new parents on their first night - the company behind the original SleepSack and the #1 choice of hospitals nationwide. For 2026, HALO leadership reframed the brand around parents who care about getting it right, moving away from a decade of messaging built on exhaustion and rescue. Turning that shift into something a creative team could actually produce became a full rebuild of the visual and verbal system.

The Challenge: The test wasn't whether it looked good in a deck. It was whether a direct report, a freelancer, and non designers could produce on brand work without me in the room. Six channels now run on it: email, social, DTC, Amazon, retail, print.