Rebrand of diapers.com. The brand needed a stronger voice, personality and visual vocabulary to stand up against the sister Quidsi brands: soap.com, wag.com etc. Worked with Roth Partners to create a new brand platform. Developed logo, design story, style guide and visual toolkit with guidelines for the in-house design team including site skins and email templates. "We are the Eureka! in baby shopping" was the chosen concept.