Roberto Tumini

BabyWish is an online baby registry for a baby's arrival and the occasions that follow, from the baby shower and christening to first birthdays. Parents-to-be gather the items they want in one place and share the list with a link; friends and family open it on their phone and reserve a gift with one tap, so givers know what's still needed and parents avoid duplicates. For big-ticket items there's group gifting, and the money never goes through the platform.

The challenge: taking it to eight markets. Each version isn't translated but rewritten around the searches and habits of its own country.