Solid Starts
BRAND IDENTITY
ART DIRECTION
PRINT + DIGITAL DESIGN
EDITORIAL DESIGN
Solid Starts is a doctor-led digital resource for infant feeding that has grown from a few thousand Instagram followers to nearly 5 million customers across platforms. The identity I crafted has remained consistent throughout their explosive growth, helping distinguish them in a crowded market. Their success has led to an app, a forthcoming book, and recent front-page coverage in The New York Times. Having served as Design Director at the company and continuing as their brand consultant, I’ve helped shepherd their visual identity through every stage of expansion.
The brand harmonizes kid-friendly charm with the sophistication that discerning caretakers value. Airy, elevated photography on a crisp white background combines with playful iconography and vibrant graphics to create an atmosphere of trusted expertise. The resulting identity stands apart from typical parenting resources while maintaining an inviting, reassuring presence.
Every Solid Starts visual asset prioritizes clarity and accessibility. From comprehensive guides to quick social posts, the design system transforms complex information into instantly comprehensible content that feels both authoritative and beautiful.
