March of Dimes - March for Babies

The March of Dimes mission is to to advocate for health equity as it pertains to women, babies and families. This work is more relevant than ever as the injustices and inequalities that were once rationalized away are being squarely addressed from all facets of society. However, although March of Dimes continues to have strong brand recognition, comprehension and engagement among new audiences proves to be a challenge and the full extent of the organization’s current mission and work is not recognized or fully valued. For this project we were tasked to help rebrand "March for Babies", their flagship fundraising event. We started with the line "A Mother of Movement" which speaks to their mission as part of the wider cultural movement to tackle issues of inequity for women and minorities. Then we layered it with a visual style that takes cues from the gravitas and fearlessness of The Women's March, mixed it with attitude inspired by Nike's "Just Do It" and filtered it through March of Dime's current brand styles.