For Upbring, I created a brand identity that breaks from the precious, perfect world of typical baby brands. The challenge was to build trust through honesty while making milestone-based shopping feel effortless for exhausted parents. The visual system employs curved forms and organic shapes that feel nurturing without being precious. A vibrant palette of purple, blue, and red creates energy and optimism, while considered typography balances sophistication with accessibility. Each element is crafted to feel both fresh and trustworthy—essential qualities for a service aimed at new parents. The design language extends naturally from product packaging to street-level advertising. Friendly, reassuring messaging pairs with real-life imagery to acknowledge the less-polished side of parenting. The system maintains consistency while adapting to different contexts, ensuring Upbring stands out in a crowded marketplace. The result is a brand that feels both bold and helpful—as comfortable showing up on a billboard as it is arriving at 3 AM with exactly what parents need. Every touchpoint reinforces Upbring's commitment to making milestone-based shopping simpler through honest design and clear communication.