Background

We had the pleasure of creating RVA Baby’s original brand when they launched eight years ago. We worked together for about six months after launch, then turned the brand over for them to run. So when Dr. West reached out in the Spring of 2023 to say that her practice had evolved and she needed help updating her brand messaging and design, we were thrilled to work with her again! 

The Challenge

RVA Baby started as an in-home newborn care service, offering pediatric services to busy and anxious parents. Eight years later, they had expanded to include an in-person clinic but their messaging hadn’t kept up with this growth. The pandemic also brought new competitors, making it essential for RVA Baby to rethink their positioning. Adding to that challenge, multiple designers had altered the visual identity over time, which resulted in a disjointed and dull image that no longer reflected the brand’s vibrant personality. The brand’s playful puppy mascot, Sampson, had also faded into obscurity.

The Solution

We began by reexamining RVA Baby’s brand strategy. We reassessed the company’s Purpose, Vision, and Mission, and identified their current Ideal Customer persona. We also conducted a competitor analysis to determine optimal positioning opportunities.

From there, the messaging evolved for both at-home and in-clinic services to resonate with parents at different stages of their newborn journey. With the brand strategy and messaging in place, an updated tagline – “Discover Your Newborn Groove” – was crafted to quickly convey a sense of calm confidence with a touch of wit.

With the strategic foundation in place, we turned to the visual identity. The logo was updated to include more curves and a richer hue while retaining the ubiquitous stethoscope to replace the “y” – a critical and easily identifiable medically-oriented aspect of the brand. The new brand elements featured softened curves and overlapping color blends, creating a friendlier and more approachable brand design. This reintroduced a sense of joy to the brand, aligning it with the world of newborn care.

Sampson, the brand’s mascot, also got a makeover. Working with an illustrator out of the Miami, Florida area, we revitalized Sampson to make him vibrant and lively. While not required for used in all materials, he now appears when a cute and cuddly focus is desired, fitting perfectly into the refreshed brand identity.

The Results

The refreshed RVA Baby brand is set to re-establish their unique identity in a competitive market. Our initial understanding is that the updated strategy and visual elements are resonating strongly with parents, empowering them in their choices. The reintroduction of Sampson adds a charming touch, reinforcing the brand’s playful yet professional personality. This comprehensive overhaul will position RVA Baby as a leading provider of newborn care services, both in-home and in-clinic, revitalizing its presence in the market.