Baby Safety Alliance Brand Launch

About Project

The Juvenile Products Manufacturers Association (JPMA) announced in June 2025 that it is now the Baby Safety Alliance. Members of the Baby Safety Alliance represent 95 percent of the prenatal to preschool products sold in North America, making the Alliance the trusted voice of safety and quality for baby and children's products.
- For more than 60 years, JPMA has worked to advance the safety of products used to care for babies and young children. Now as the Baby Safety Alliance, the mission of baby safety is in the organization’s name, bringing its focus to the forefront. While JPMA has long been inclusive of members and partners beyond manufacturers, 'Alliance' describes collaborative efforts across manufacturers, retailers, parents, partners, and more to advance baby safety.
- To successfully rebrand the organization, the team conducted market research, including focus groups with parents and conversations with members, to understand what would best support its priorities of advocacy, consumer education, philanthropy and product safety certification.
- As the team developed a new visual identity, goals included to connect emotionally while conveying a commitment to safety, to appeal to today’s parent with modern visuals, and to create an ownable look to differentiate the brand.