Walmart

The Category Didn't Exist. We Built It.

When Lansinoh launched the first breastfeeding care cream, there was nowhere to put it. No shelf. No category. No retail precedent.

I developed the brand identity, packaging system, and category strategy that gave Walmart the framework to create something entirely new — a dedicated Breastfeeding Care section in mass retail. The launch secured 10 feet of shelf space, scaled to 22 SKUs, and helped build a business that grew to $100M+ globally across 80 countries.

We didn't just launch a product. We created the aisle.

"First Bond"

Quiet moments. Unspoken language. A series capturing the raw, instinctive connection between mother and newborn — where every glance, hold, and touch tells the story of a bond that begins before words ever could. Photography for Lansinoh maternal care.