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A new brand is born

Working with our creative partners Snask, we came up with the name, shaped the brand strategy and created the brand voice for Wallbaby – a Swedish poster store looking to turn heads and steal hearts.

The writing’s on the wall, baby.

Mud Studios is a Stockholm based production studio with a back catalogue of incredible photography and graphic art from fashion and advertising shoots. They wanted to launch a poster store to share their collaborators’ artworks with the world. Our friends at Snask brought us on board to help them find the words to do just that.

The positioning we landed on? F*ck functional. Because when it comes to decorating your happy place, the heart should rule the head.

Wallbaby’s brand sends practicality and rationality out the window. These aren’t just nice posters. They’re heart-stealing objects of desire. Soulmates for lonely walls. The pieces you’d fight for in a divorce.

That’s where the name Wallbaby came from – a lovechild of creativity, eccentricity, and of course, passion.

From there, the road to true love ran pretty smoothly: we crafted a brand voice defined by charm and swagger, and created a toolkit of messaging along with scripts for 10 launch films.

Now that Wallbaby is out in the world, people are clamouring to find their perfect poster crush. Within a month of launch, @wallbaby already had almost 300K Instagram followers.

Wallbaby manifesto and homepage

We’re so happy and thankful for Reed Words' amazing work with our Wallbaby! We felt an immediate connection with the team – they took time to understand us and our vision from the start. The tone of voice they delivered was beyond our expectations.

Eveline Eliasson
Co-Founder, Wallbaby
Wallbaby messaging and tone of voice guidance
Still from Wallbaby launch campaign