BooBoo needed a steady stream of social content that still felt like one brand — not a new template every week. We built an illustrated character world once, then reused it across product pushes, safety messaging and seasonal posts.
BooBoo sells baby clothing and needed a steady stream of Instagram and Facebook content that felt consistent — not a new visual identity every week. The brief was to build a small cast of illustrated characters and a shared color and pattern system flexible enough to carry product pushes, safety messaging and occasion posts without ever looking off-brand.
Scroll the grid and it should read as one brand before you've read a single word — that was the actual test, not just how each post looked individually.
Some posts had to sell a specific feature — no harmful chemicals, 100% cotton. Others just needed to feel warm and reassuring to a new parent. Same characters, same palette, different job.
Not every post is a launch moment for a specific pack — some just need to sell the product itself. For those, we shot the BodySuit packaging and garments directly, then built the same doodle backgrounds, color palette and "Now available in the market" messaging around the photography so it still reads as one feed alongside the illustrated posts.
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