Cocoongoods is a thoughtfully designed children’s brand centered around its heirloom bed kit—a 5-in-1 modular system that seamlessly transformed from a crib to a full-size bed and every stage in between. In addition to their signature furniture piece, they offer a line of sustainable goods that align with their commitment to conscious, long-lasting pieces.

I partnered closely with founder Rachel Dacks over several years to shape and evolve the brand from the ground up. From defining the brand strategy, voice, and tone to directing the visual identity across digital and physical touchpoints, I ensured every element reflected the brand’s calm, elevated, and intentional aesthetic. I led art direction for product photoshoots, social content, and marketing materials, and collaborated with a developer to design and build a custom Shopify site that included a customized ordering system tailored to the 5-in-1 modular bed kit.

As the brand transitioned to focusing exclusively on softgoods, I worked closely with Rachel to guide the shift seamlessly and maintain brand continuity.

Scope

• Brand discovery & exercises

• Visual identity system

• Brand guidelines & messaging

• Custom creative elements

• Photography guide

• Social media templates

• Creative Direction for photoshoots (in person)

• Print media

• Tradeshow deliverables

• Shopify site UX/UI design

• Ongoing social media/brand management