Home > Client Wins > GAIA Baby

GAIA Baby

Gaia Baby — Irish-born, globally loved. A premium nursery brand growing from Dublin to London to Sydney.

A woman looking at a baby lying in a bassinet, inside a bedroom with plants and a side table.

At a glance

Client: GAIA Baby
Industry: Baby & Parenting | D2C + Retail/Wholesale
Services:

Full Digital Growth Solutions Rebrand Multi-Channel eCommerce Sales & Marketing Assets

  • Gaia Baby, an Irish-owned premium nursery brand, had great products but no clear strategic digital direction. With limited in-house resources, they needed UBC to unify the brand, modernise their online ecosystem, and build scalable D2C and retail growth across the UK and Australia.

  • We built a full digital growth system spanning brand, eCommerce, and multi-channel activation. Our focus: elevate Gaia Baby’s premium positioning, streamline D2C and retail sales, and connect their community across markets — Ireland, the UK, and Australia.

    • Gaia Baby emerged with a premium, export-ready brand built on clarity and connection.

    • Community engagement soared through authentic storytelling and micro-influencer collaborations.

    • Across every channel, the brand gained coherence, credibility, and commercial momentum — growing from a boutique Irish label into a recognised name in UK and Australian markets.

“I Love the Reassurance That We’re Working With Experts in Every Field”

Joanne O’Grady | CEO, Gaia Baby,

Collage of Instagram screenshots featuring images of nursery rooms, a woman with a child, cotton plants, and home decor.

Challenge

Breaking into global retail from Ireland demanded sharper positioning, stronger brand coherence, and a unified digital strategy that could scale seamlessly from local eCommerce to international partners.

Multiple images of baby furniture and related products, including brochures, websites, and photographs of babies and mothers, with a central Gaia Baby logo.

Research & Discovery

Deep diagnostic across brand, web, and social.
UBC benchmarked global competitors, mapped audience sentiment, and analysed content, UX, and community signals.

Brand System

A warm, nature-inspired identity built on organic forms, soft neutrals, and honest typography—rooted in family, sustainability, and timeless design.

  • A smiling toddler with short brown hair and light skin running in an outdoor field of wildflowers and grass, wearing a pink knit sweater and white pants, during daytime.
  • Logo for GAIA Baby featuring a simple green and beige icon of a baby in a cradle and the text 'GAIA BABY' to the right.
  • Logo design for Gaia Baby, showing a stylized baby and text in green and white.
  • Two children, a toddler and a girl with red hair, sitting on a couch. The girl is smiling and playing with the toddler. On the right side, there are a set of nested bowls with speckled patterns and the text ‘GAIA Baby is organic, tactile & it just fits’ over the bowls.
  • A smiling young girl with curly hair and a red bow on her head, leaning on a white sofa. On the right, a woman with dark hair gazing down at a baby she is holding, both in a cozy indoor setting.
  • Two clothing tags with beige string attached, one white with green text saying "GAIA BABY" and logo, one green with abstract design and barcode.
  • Large advertisement on a grey wall showing a young boy in a green shirt inside a crib, holding a toy train, with a large brown knitted blanket draped over the side. Promotional text to the right about a new 2025 Hera family collection. The word 'Hera' in large white letters spans across the lower part of the ad, with a blurred person in business attire walking past.
  • An iPad displaying an online store for Gaia Baby furniture, showing a three-piece nursery set for a cot bed, dresser, and wardrobe, with a keyboard, mouse, pen, and speaker on a desk.
  • Business card for Joanne O'Grady, Co-Founder & CEO of Gaia Baby, featuring a green color scheme, a company logo, and a QR code.
  • Outdoor advertisement for nursery furniture featuring a young girl with curly hair, wearing a lace-collared dress, with text about a heirloom collection and nursery furniture.

Visual Storytelling

Created lifestyle imagery and motion that captured real families and everyday moments—translating Gaia Baby’s warmth, sustainability, and modern design into an aspirational visual world.

  • A woman sitting in a rocking chair holding a baby, with a caption that reads 'Nurture, naturally,' and a logo for Gaia Baby at the bottom.
  • A baby yawning, wearing a gray knit hat, lying next to a white plush teddy bear, with soft lighting and a calm atmosphere.
  • A young girl with red hair holding and playing with a baby with blue eyes and light skin. They are sitting on a couch with a blanket in the background, and the girl is looking down at the baby.
  • Close-up of a sleeping baby with light skin, curled up, wearing a white fuzzy outfit, lying on a textured white surface, with green background and promotional text about Maia gift set.
  • A woman holding a baby close to her chest, smiling gently, with text that reads 'Made for moments that matter.' at the top and the GAIA Baby logo at the bottom.
  • Close-up of a young child with curly blonde hair and blue eyes lying in a white bed, with text overlay emphasizing safety, closeness, and restful sleep, and featuring the Gaia Baby logo.
  • Decorative nursery scene with a peakaboo crib on a mobile frame, a houseplant in a white pot, dried pampas grass in a black vase, a tufted gray headboard, and GAIA Baby branding. Text reads 'Designed to grow with love.'
  • A pregnant woman in an olive-green dress standing in a walk-in closet with clothing hanging behind her. In the foreground, a white armchair with a lion plush pillow is visible, and the phrase 'Born to belong.' is written in the upper left corner. The logo 'GAIA BABY' appears at the bottom.
  • A smiling toddler crawling on a wooden floor, with text overlay advertising GAIA Baby products as organic, tactile, and perfect fit.
  • A woman smiling at a newborn baby lying in a crib, with the text 'Small beginnings, lasting design.' and the GAIA BABY logo.

Responsive Design

Delivered a mobile-first Shopify eCommerce site with multi-currency and multilingual capability, unifying D2C and retail partner access through a streamlined interface and gated trade resources.

An e-commerce website homepage for Gaia Baby showcasing nursery furniture, bedding, accessories, and decor. Features images of cribs, chairs, nursery decor items, customer reviews, and a woman shopping.

Outcomes

Two smartphones displaying the Gaia Baby website, a pair of wireless earbuds, and a white charging case against a black background.
Mobile screens displaying an online baby furniture store called Gaia Baby, showcasing a crib, rocking chair, FAQs about a cot bed, and nursery furniture.

Seen Enough? Let’s Put It to Work.

Bring us the challenge. We’ll help shape the right next move for your business.

Explore Discovery →
View Pricing →

Our work in action

  • DOLE Ireland

    The world’s No. 1 fresh produce brand, closer to Irish shoppers

    Campaign Strategy & Planning • Social Media Campaigns • Retail Launch Campaign • Social Media Playbook



    View Project →

  • Hunter Schoolwear

    Reimagining Ireland’s largest Schoolwear Brand

    Full Digital Growth Solutions • Commercial Catalogue • B2B E-Commerce • Photography & Visual Production



    View Project →

  • The Coombe Hospital

    Rebuilding Ireland's largest maternity website

    Enterprise Website • Patient Handbook • Public Sector Digital Transformation

    View Project →

  • Papa Johns Pizza

    Global franchise packs for the worlds 3rd biggest pizza brand

    Global Franchise Handbook • Brand Strategy • Sales & Marketing Assets


    View Project →

  • O'Driscolls Irish Whiskey

    Launching a Successful Challenger Irish Whiskey Brand

    Full Digital Growth Solutions • Website & eCommerce • Brand & Product Launch • Pitch, Sales & Investor Decks

    View Project →

  • McWilliam Bags

    Reimagining a heritage brand and doubling sales

    Full Digital Growth Solutions • E-Commerce Website • Photography & Visual Production • Franchise Model

    View Project →

  • Wolfhound Nicotine Pouches

    From brand zero to brand hero - building a FMCG identity

    Brand & Product Launch • Brand Strategy & Activation • Packaging Design • Pitch, Sales & Investor Decks

    View Project →

  • Groupon Merchant

    Unifying merchant growth across 13 European markets

    Website Strategy & UX • Content Creation & Creative Direction • Social Media Campaigns

    View Project →

  • Sage

    Scaling partner enablement across global markets

    Digital Marketing • Social Media Campaigns • Sales & Marketing Assets

    View Project →

  • XIN Gin

    Launching an award-winning Irish gin brand

    Full Digital Growth Solutions • Branding, Rebranding & Activation • Photography & Visual Production

    View Project →

  • Safetynet Primary Care

    Strengthening Frontline Healthcare Access

    Web Design & eCommerce • Branding, Rebranding & Activation • Fundraising & Donation Systems

    View Project →

  • HUAWEI

    Building Community Around a Global Brand

    Digital Marketing • Social Media Campaigns • Content Creation & Creative Direction

    View Project →

  • GAIA Baby

    Elevating a Baby Brand for International Growth

    Full Digital Growth Solutions • E-Commerce • Branding, Rebranding & Activation • Sales & Marketing Assets

    View Project →

  • Hyde Venue

    Hyde Venue

    Turning a new ambitious brand Into a destination venue

    Full Digital Growth Solutions • Branding, Rebranding & Activation • Menu Engineering & Menu Design • Photography & Video Production

    View Project →

  • Ana Liffey

    Building a clearer, more human brand & digital for national harm reduction

    Branding • Web Design & eCommerce • Photography & Visual Production • Fundraising & Donation Systems

    View Project →

  • Let them Talk Beauty

    From Personal Brand to Beauty Brand

    Full Digital Growth Solutions • Branding, Rebranding & Activation • E-Commerce Website • Sales & Marketing Assets

    View Project →

  • Clan Colla Irish Whiskey

    Building a new premium whiskey brand for a greener future

    Full Digital Growth Solutions • Web Design & eCommerce • Branding, Rebranding & Activation

    View Project →

  • Teddy's Ice Cream

    Keeping a Heritage Irish Brand Cool

    Franchise Packs • E-Commerce Website • Branding, Rebranding & Activation • Photography & Visual Production

    View Project →

  • Cronin Architects

    Modernising an Award-Winning Practice for Tender Success

    Web Design • Branding, Rebranding & Activation • Sales & Marketing Assets

    View Project →

  • Brusna Falls

    A Heritage Hotel Reborn

    Branding, Rebranding & Activation • Sales & Marketing Assets


    View Project →

  • Burns Farms Meats

    Reimagining Burns Family Farm - from farm to fork since 1740

    Branding • E-Commerce Website • Photography & Visual Production

    View Project →

  • Vasculitis Ireland Awareness

    A clearer brand and digital resource hub for Ireland’s Vasculitis community

    Branding • Web Design • Photography & Visual Production • Fundraising & Donation Systems

    View Project →