Brand Development

Healthy Mothers, Healthy Babies

For 40 years, this vital coalition has worked to improve birth outcomes and promote healthy families by providing access to care, education, and support to those facing the physical, emotional, economic, and social challenges of pregnancy and infant care. Their mission centers on ensuring all pregnant women receive early prenatal care to end health disparities in their community.

Despite their life-saving work reducing infant mortality and improving maternal health, Healthy Mothers, Healthy Babies struggled to capture the attention they deserved or convey their innovative place in producing positive family outcomes. In a crowded nonprofit landscape filled with serious health messaging, they needed to stand out while maintaining credibility. Their identity also needed to evolve to be more gender-inclusive, recognizing that fathers and diverse family structures are integral to pregnancy and birth success.

DRMTM launched the transformation with a breakthrough direct mail campaign — “We Love Dirty Diapers” — using cuteness and humor to cut through end-of-year appeal fatigue. This success informed a complete 35th anniversary rebrand centered on warmth and inclusivity. The new logo creates a visual embrace wrapping families in love and support, while “Early Care is Everything” emphasizes how prevention and early intervention change lives.