OXO Tot (OXO’s baby and toddler line) launched three new colors across key categories like Feeding & Drinking, Cleaning, On-the-Go, and Bathing. I led the creatives for marketing campaigns and designed a mobile-first graphic system to support the refreshed Tot social channels. As one of the brand’s top sellers despite low awareness, this launch was an opportunity to reach new parents. 

To meet the marketing objective of boosting engagement and retaining new parents in the brand’s ecosystem, I developed graphics that can be used for relatable content and parenting tip infographics. I proposed 3 distinct styles to align with the teams and built a scalable design system with color palettes, typography, layouts, hierarchy, and illustrations tied to the key categories. I also created a style guide and Figma toolkit for the social media coordinator and freelancers, guiding them to create posts independently and streamline the process. Within a month of launch, the refreshed posts drove higher saves and follower growth.