Gerber is an iconic brand with hugely valuable educational content. But moms were struggling to navigate the site, and all this knowledge was getting lost. We needed to make all this content and resources palatable to a stressed and time-stretched target, whose needs change every week.

The experience goals were:
- Adapt to mom’s various “modes of use”
- Highlight what she needs to know, when she needs it
- Integrate product into the nutrition solution
- Convert “discount seekers” into continued users

The entire experience is designed around mom's needs (see also MyGerber), making Gerber a crucial part of her life. We used a familiar approach to discovery, making content modules clearly identifiable by type and color, so mom could easily recognize if the content was relevant to her needs at that time in her baby’s journey.

Ultimately, we shifted Gerber’s positioning from a brand known for product to a brand of support and services that first-time moms can’t live without.

My role: concepting, creative direction, art direction, design