This document contains research and explorations for a proposed smartphone app called "Create a Designer Baby" that would allow users to select traits for their embryos and potentially make embryo selection the primary way of having children by 2040. It includes sources discussing genetic disease prevention through selection rather than chance, parents having more control over their children, and concerns about children becoming consumer products. The document also explores branding, social media strategies, sound design, and motion graphics for promoting the proposed app.