Wholesale accounts for the majority of Carter’s revenue. Seasonal campaigns are developed for all wholesale retailers, the largest being Kohl’s and JCPenney. Although many retailers have a Carter’s Baby Sale, each needed to be unique but tie into the overall Carter’s brand. Campaigns were carried out in a variety of media from POS displays to digital extensions.
As retailers updated stores, Carter’s revised their footprint alongside. Babies “R” Us carried out a national refresh, giving Carter’s the opportunity to showcase a modern, evergreen approach. New wayfinding distinguished the brand from competitors, but still fit within store guidelines.
Art Direction, Design,