ThatBlanket
ThatBlanket™ was developed as a direct-to-consumer personalized product brand centered around turning meaningful moments into physical keepsakes. The concept focused on custom photo blankets designed to capture memories in a way that feels both emotional and functional.
We lead the full brand creation—from initial concept through product development, visual identity, and launch strategy.
Services
Branding, Web, Marketing, Paid Ads, Photography, Copywriting
Industry
Print-On-Demand, eCommerce
Location
New York, California
Brief:
Develop a startup company from scratch by researching potential customer base, developing products and going to market with a finished product with on-going maintenance.
Work:
ThatBlanket was an incredibly fun project. We came in on the ground floor and built it all the way up. The personalized gift space was saturated with generic products lacking strong emotional storytelling or brand identity. At the time, the majority of products in the market were wall prints. We wanted to promote something fresh, fun and also tangible. Blankets were a perfect choice because you can hold them, cuddle with them and put them away when not in use. This was out key differentiation from wall art.
Impact:
ThatBlanket™ validated the demand for emotionally-driven personalized products and laid the foundation for future brand development in the category.
The project directly informed the creation and evolution of Ella’s Moments, expanding on the same core idea with a broader product ecosystem and refined brand positioning.
The Process:
1. Brand Strategy & Positioning
- Developed the name ThatBlanket™ — simple, memorable, and product-first
- Positioned the brand around memory, comfort, and emotional connection
- Defined target audiences:
- Gift buyers (holidays, birthdays)
- Memorial keepsakes
- Parents & families
2. Product Development
- Sourced and tested print-on-demand blanket materials
- Defined product variations (sizes, materials, finishes)
- Created a streamlined customization experience (photo upload → preview → purchase)
3. Visual Identity
- Designed a clean, modern brand system focused on warmth and simplicity
- Developed product mockups and lifestyle imagery
- Established a visual language centered around:
- Soft tones
- Real-life emotional moments
- Minimal, product-forward layouts
4. Website & Conversion Funnel
- Built a conversion-focused e-commerce experience:
- Clear CTA: Upload Your Photo
- Simple product customization flow
- Mobile-first design
- Structured the funnel to reduce friction:
- Fast decision-making
- Emotional reinforcement throughout the journey
- Trust elements (reviews, use cases, gifting scenarios)
5. Marketing & Growth Strategy
Family-centered audiences
Developed a paid social strategy focused on:
Emotional storytelling
User-generated style content
Before/after transformation (photo → blanket)
Created ad concepts targeting:
Gift-giving occasions
Sentimental milestones