Brand Launch / Video / Website / Brand Architecture
Copywriter / Brand Strategy

Loaded with machine learning and computer vision tech, with a slick app experience to boot, Nanit promised to be the first modern baby monitor. But as excited as their founders were to shout every bell and whistle from the rooftops, we knew that babies + big data presented a ton of potential landmines.

So we focused our story, and threaded a needle about the wonders and stress of the first year(s) of child development, crib safety, and the promise of something that had eluded new parents since time immemorial: sleep.

Nanit was a hit as soon as it came on the scene, selling out quick and racking up a big waitlist. And since launch, it’s remained the gold standard of smart baby monitors—mostly because it’s a great product, but also at least partially because of the branding and whitespace head start we gave it to begin with.