A Storytelling Perspective:
Carter’s branding is rooted in the optimism of parenthood—a universal, unifying experience that transcends generations and cultures. We landed on this positioning by recognizing that parenthood isn’t just about being perfect; it’s a deeply personal journey filled with joy, challenges, and countless milestones. This understanding influenced every aspect of how we tell our story, ensuring a cohesive, emotionally resonant brand identity embracing the perfectly imperfect..
IMPACT:
This storytelling-driven approach has shaped Carter’s as more than just a clothing brand—it’s a partner in the parenting journey. Every campaign, product, and message reinforces our position as a vibrant, inclusive, and optimistic brand that parents trust to help them navigate the beautiful, ever-changing world of raising children.
LOOK:
Carter’s visuals are vibrant, natural, and inclusive. Photography captures authentic family moments with diverse casting, focusing on the joy of parenthood and the creativity of childhood. Styling emphasizes practicality with personality, using playful colors and timeless designs to reflect the optimism of our brand.
TONE:
Our tone is warm, conversational, and relatable—like a wise, witty parent offering support and encouragement. We balance optimism with practicality, speaking to parents with honesty and empathy. Clean, modern font updates paired with playful typography reflect this balance, ensuring every message feels fresh, approachable, and aligned with Carter’s vibrant energy.
FEEL:
Carter’s embodies a sense of trust, joy, and connection. From campaigns like "My First Loves" to in-store experiences, every touchpoint is designed to resonate emotionally with parents. The brand feels like a trusted partner, guiding families through every milestone with comfort, confidence, and vibrant energy.
