The Laughing Giraffe is the propietary baby/toddler apparel brand of Zoë's Boutique. In partnership with the business owner I developed a set of giraffe illustrations based on their existing logo. I also led the creative development of the brand voice in their marketing copy that established the brand's identity.

The set of giraffe illustrations were created to represent the varying age groups and products offered by The Laughing Giraffe. These variations were visually represented by stature, pose, colors and distinct features such as eyelashes for girls.

The brand illustrations helped establish a color palette and personality to the brand that was valuable throughout every consumer experience. As a B2B business, one important asset was their mailer catalog.

Further adding recognition to the brand, the illustrations were the perfect way to communicate safety values of the product for the consumer. This was done digitally and as a print insert.

I supported the platform transfer and redesign of the B2B website. The result was a much sleeker user experience and modern design that integrated the brand illustrations.