Good Inside, built its reputation on supporting parents of young children with its signature approach to tantrums, power struggles, and emotional regulation. Expanding further was a natural direction given how many members were already stretching the method to fit older or younger kids. The official expansion arrived in 2026 with the launch of Good Inside Baby, which extends the platform to cover pregnancy through age two.
Brand Identity
Last fall, myself and Good Inside’s COO, Erica Belsky, partnered with Red Antler to develop the visual identity for Good Inside Baby. The goal wasn’t to build a new brand from scratch, but to create a "branch" of the existing Good Inside identity. The goal being to create an identity that projected playfulness and authority, while keeping the original Good Inside branding at its core.
Good Inside Baby x Amazon Registry
As part of Good Inside’s partnership with Amazon, we had the opportunity to take over the booklet that gets shipped to all Amazon Prime members who create baby registries.
The booklet, a total of 10 double-sided cards, comes on a removable key ring for easy flipping. The content includes practical guidance for baby’s first weeks, as well as support for the new parent or parent-to-be.
