Dale Waters

Dale Waters


Creator. Designer. Artist. Entrepreneur.

Dale Waters has over 20 years of accomplishments building purpose-driven brands, innovative products, and digital experiences that transform lives. He has a proven track record that built brand equity, IP, and increased market share. Dale is full stack creative with exceptional product design, visual, and brand user experience. Inventor and co-founder of BreathableBaby®, a category leader, manufacturer, and innovator of simple, smart sleep products that are loved by young families worldwide.

The common theme throughout Dale’s career is a passion for creating compelling brand experiences that change lives.

“I build bridges between brands and people with  values-based actionable content to activate customers at every touchpoint across their journey for a unified brand experience.”

Dale is an entrepreneurial collaborator with diverse skillsets across consumer, business, retail, B2B, licensing, entertainment, music and broadcast media.,

Prior, Dale & Susan Waters founded BreathableBaby® in 2002, a pioneer in “breathable” product innovations that make parenthood easier. The Waters invented the Breathable® Mesh Crib Liner, an alternative to conventional crib bumpers, and helped transform the baby industry by creating safer and more effective products that reduce the risks of SIDS.

Dale & Susan Waters profile header

Dale & Susan Waters,
founders of BreathableBaby

Mesh Liner Packagaing

The company is the recipient of numerous patents, parenting awards for product innovations in making the crib environment safer and continues that legacy today as pioneers of the safer sleep movement. The products are available at U.S. retailers including Target, Buy Buy Baby, Walmart and Amazon, Canada, and the UK, and have been featured on national broadcast and social media channels garnering the highest brand loyalty among parents in its category. BreathableBaby is privately held and headquartered in Minnetonka, Minnesota.

Before launching their start-up company, the Waters gained invaluable business and marketing experience becoming a top creative and design outsource for Carlson Marketing Group, a world leader in engagement and  relationship marketing. Dale and Susan worked in seamless collaboration with highly-matrixed teams on globally integrated engagement programs for a wide assortment of Fortune 50 companies in tech, finance, business, travel, and event.

Jimmy Jam & Terry Lewis

Jimmy Jam & Terry Lewis

Dale began his career as a designer in the music industry working with legendary Grammy Award-winning producers, Jimmy Jam & Terry Lewis creating album covers for their artists. Dale designed, art directed, and illustrated a wide assortment of artist identities, special projects, and music videos for major record labels including Greek composer/ keyboardist & producer Yanni, as well as pop, instrumental and R&B artists.

Brands & Clients I've Worked With