In 2007 Gymboree launched a new value brand – Crazy 8, focused on casual children's fashion that would support kids "crazy" and active lifestyles.

As part of the in-house team I was responsible for leading design for the brand launch including: logo design, visual design, photo strategy, packaging, window and in-store graphics, on product packaging (creative near 300 skus), press kits, signage and storefront logo. 

The brand grew from 1 original flagship store to 290 stores.