The Motherlode

To reach its target audience of first-time millennial parents, The Bump (from the creators of The Knot) engaged Sub Rosa to design and execute a one-day, invitation-only registry experience for The Bump members (“Bumpies”) and industry influencers. Sub Rosa’s team of designers and producers concepted a well-received baby gear experience that leveraged both The Bump's expertise and its registry platform.


The Challenge

The Bump came to Sub Rosa with an exciting proposition: create an in-person registry experience for the brand’s network of members and motherhood experts in a comfortable yet inspirational environment. In addition to featuring products curated and recommended by The Bump’s editors, the event needed to engage and encourage community building among millennial mothers.

Insights & Outputs

Using The Bump’s concept of The Motherlode as inspiration, the Sub Rosa team designed a home-like setting with the nursery as the center stage that would give visitors hands-on access to baby essentials as they interacted with fellow expectant mothers in an informative, comfortable and, ultimately, empathic environment.

Sub Rosa also leveraged The Bump’s extensive network of maternity and parenting experts to curate a day of programming for attendees.

Five specialists from across the birthing landscape imparted their knowledge on topics, including bathtime, mealtime, sleep, and nursing. Editorially curated items were integrated into a real-world environment with each expert using the products to highlight newborn care in a relaxed and intimate setting.

The Bump
The Bump
The Bump


The sold-out event successfully guided attendees through the space with an empathic lens, providing the perfect balance of education, inspiration, and enjoyment. Over 150 attendees participated in a day of workshops and networking. The positive feedback on site translated into social engagement from key influencers:

“Had a brilliant time at #TheBumpMotherlode event today featuring pregnancy experts and a specially curated collection of baby registry products from @thebump. Maybe mama needs to have another baby?!!”
                                                                                              – Motherhood expert and TV personality Rosie Pope (@rosiepope)


“So great checking out the ultimate registry experience for expectant parents.”
                                                                                             – Blogger Monica Marino (@marinobambinos)


The Bump
The Bump