The opportunity:

Healthy Baby Network (HBN) is a non-profit organization based out of Rochester, New York whose mission is to “give babies a healthy start in life through data, health planning, and  creating social support for mothers.”

Healthy Baby Network, formerly known as The Perinatal Network of Monroe County, was at a crossroads. Their brand identity and name no longer reflected their work and their value. Their provided marketing efforts were ineffective. HBN sought out Novus to help reposition the organization in order to provide clarity of programs and services.


Brand Strategy + Messaging
Company Naming + Tagline
Brand Identity
Fonts + Color Palette
Photography Direction + Style
Website design + Development
2015 -2017 Digital Reports

The Results:

  • Increase in brand awareness
  • Increase in clarity
  • Increase in brand recognition
  • 15% increase of visibility through website in first month

“Michelle guided us through a top to bottom rebrand. I don’t know what we would have done without her. Her work is smart, thoughtful and she really understood us as an agency, and where we needed to go with our brand – better than we did ourselves.”

Lauren Deutsch, esq. Executive Director, of Healthy Baby Network