Graco approached Creature to design their first entry into the jogging stroller segment, the Relay™. Our product strategy was to center the product on the key characteristics needed by avid joggers (long wheelbase, front wheel tracking, and premium suspension), while incorporating insightful features that make parents emotionally connect with Graco. Design challenges included developing a system to accept Graco’s Click Connect™ rear-facing Car Seat, and incorporating a one-handed folding mechanism that collapses the stroller in one quick second.
A parallel focus of the program was to evolve Graco’s existing Visual Design Language (used for Strollers, Play Yards, Swings, and other children’s products) to suit more performance-oriented products like the jogging stroller. We developed design elements that evolved the brand language specifically for performance jogging/running products, and developed VDL standards to guide in application of the elements across the line.