Century was a long dormant brand that provided a rare opportunity for insurgency in the Baby space. Working closely with Consumer Product Design, Fashion, and Brand, we carried an ethos of "not-green" sustainability, with approachable product/price points, speaking directly to the target of new Millennial families. POP and Pack play a large role in the research & purchase in the category, so the focus was on delivering against those media first. Embracing diversity meant representing all children and parents, and home situations, with Dad (or Dads!) playing a more active role in the imagery as well. This project won a Gold IDEA Award from IDSA for Brand Identity in 2021.