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any baby can

We were asked to update the organization’s name & visual identity. We asked if the name was the thing that really needed to change.

the challenge

What’s in a name? Sometimes a whole lot of brand equity.

Under new leadership, Any Baby Can, a well-established nonprofit with more than 35 years of service to the community, hired us to modernize the nonprofit’s name and visual identity. They recognized the look and feel was outdated and their story no longer resonated with donors and clients.

the Solution

We conducted focus groups and interviews with stakeholders and found the organization’s name held enormous equity, but its brand understanding was weak. We recommended retaining the Any Baby Can name, but refocusing messaging to be more consumer-friendly.


We updated Any Baby Can’s logo and visual identity, creating a modern look and feel for all of the group’s print and digital marketing materials. We also developed a detailed brand guideline, including a new messaging platform and vocabulary for how to talk about the organization and the people it serves. The new brand identity debuted at an annual gala and with a story in the Austin American-Statesman.