March of Dimes had a well-known name with a mission that was not clear; people thought the organization focused solely on premature birth, rather than pregnancy, and infant and maternal health more broadly. This limited the perception of the organization’s work at a time when pregnancy, infant, and maternal health, especially among women of color, were in decline. March of Dimes had an obligation to use its brand to highlight the breadth of these issues and the work it does to combat them.
March of Dimes tasked Purpose with creating an accessible and appealing brand that champions moms and babies, leading to a healthy pregnancy movement that highlights March of Dimes’ work. This was accomplished through a complete brand redesign which included campaign strategy, messaging, website support, and much more.