March of Dimes is leading the fight for healthy moms and babies. Even though the organization has played a key role in this space for decades, their mission was becoming increasingly unclear with the brand’s current focus on the NICU and premature birth. The new identity positions March of Dimes as a champion for moms and babies, aiming to communicate its mission and values more clearly. The visual approach leans into bold typography and color along with uplifting photography featuring strong and empowered women.