During our attempt to revitalize the Graco brand, market research revealed a strong connection to the brand's blue colors. After months of attempting reinvention, we opted for a refresh rather than a complete rebrand. The old site was quite basic, and recognizing that baby gear is a heavily researched category, we conducted A/B testing for content and design with a select parent group to enhance the user experience. We incorporated informative guides and tools on the website to help parents make informed decisions about the best baby gear for their specific needs. Additionally, we migrated the website to the Salesforce platform for content management and ensured ADA compliance. Prioritizing baby safety, we successfully guided parents through their journey.