Scribble was a finalist brand direction I helped develop at R&R Partners for the rebrand of Carter’s, a heritage children’s apparel company founded in 1865 and the largest branded marketer of children’s clothing in North America. Brought to the final round, the concept centered on curiosity, imagination, and childhood wonder in contrast to the rise of minimal, neutral-forward branding. Scribble celebrates how kids see meaning in the abstract, where a scribble can become a dragon, a butterfly, or an imaginary friend, reinforcing Carter’s role as a trusted champion of childhood wonder.
