1. Getting Started: Project and Time Planning

Project Manager Jana: "We coordinate the processes and collaboration of the various teams involved in developing a collection. To ensure the diapers are ready and can be shipped at the collection launch, we create a schedule for the departments involved and oversee every step. This way, we keep track of the project, serve as contact persons when questions arise, and can also adjust the plan if necessary. Fortunately, we already have considerable experience planning limited edition diaper collections, so even when planning the" Polar Night Collection all team members were already well coordinated with each other. ;) Nevertheless, there was a special feature this time: our LILLYDOO midwife, Sissi, was involved in the design process. We took this into account when planning the design timeline and also scheduled an additional photoshoot for our website with her.

3. Motivation search and design with midwife Sissi

Nadja and Anna-Sina from the design team: "Designing new concepts is always a special pleasure for us, because here we"
can let our creativity run free. At the same time, with each new collection, we face the exciting challenge of not repeating ourselves in content and design. For us, everything begins with the overarching theme. As a design team, we first do research and hold a brainstorming session, which we document on a mood board: colors, image elements, objects—everything that comes to mind related to the theme finds its place here.

LILLYDOO Midwife Sissi: "It was exciting to be part of the development of the new diaper collection from the very beginning. The idea for" A Star Is Born came to me because my family and I spend a lot of time outdoors.
While out and about, we often marvel together at the constellations. In collaboration with the LILLYDOO design team, this wonderful motif was created. What was also important to me: A Star Is Born is available in diaper sizes 1 to 6 and is therefore suitable for every baby age. Of course, this is especially nice since we will be welcoming new family members ourselves from December, who will then slip straight into the LILLYDOOs in the new design. ;)

4. Bring the new diapers to the website

Swathi, responsible for the technical implementation: "About one month before a new collection becomes available, we receive images and information about the new designs—and the changes that need to be made to the website and app—from the project management team. I pass this briefing on to our developers, who ensure that our customers can easily add the new diapers to their subscription or purchase them individually on the website and in the app. Once the project management team approves the features and the look of the implementation, we test purchasing the new designs to ensure everything runs smoothly when the changes go live, and collection fans can order the new diapers without any issues."

6. Announce the new collection

Sophie from the marketing team: "In the marketing team, a new collection is naturally always a big topic. Right from the beginning,"
we’re involved in developing the overarching theme for the new diapers. Of course, we want to transport our customers to new worlds with each collection—worlds that also align with LILLYDOO as a brand. Once the designs are finalized, we start thinking about how to reach and, most importantly, inspire as many people as possible with our new collection. To do this, we plan photoshoots and prepare our communication across all channels: in magazines and journals, on our website, on our social media channels, through online ads, and of course via LILLYDOO influencers. The great thing is that the entire team pulls together to market a new diaper collection. Together, we develop creative ideas for a unique campaign and then implement them—and for the Polar Night Collection, Sissi was naturally part of the creative team. From photoshoots to developing social media posts, she supported us with her ideas."