Like any crisis, infant mortality is one that takes a village to solve. Cradle Indy is a brand-new nonprofit organization on the front lines of the infant mortality crisis in Marion County. They use a collective impact framework to create a shared network of resources so that more Marion County babies can live to celebrate their first birthdays. 

We’re passionate about the work Cradle Indy is doing in our county. So when we learned that they needed help launching, we excitedly took on the challenge of doing some initial pro bono work—establishing the organization’s brand and logo, talking points, and materials that will help spread the word about their mission and engage potential community partners.

Creating a Brand from Scratch 

In our initial conversation with Cradle Indy, we learned that they weren’t quite ready to draft a mission statement. They were dedicated to involving stakeholders and community members in the process. 

This posed a bit of a challenge in creating our talking points, but we were ready for it! We listened carefully to what Cradle Indy staff knew so far to suss out some initial goals that could be translated into talking points they could refer to in upcoming community conversations. 

Meanwhile, our team dreamed up a variety of logo ideas that represented the organization’s commitment to Marion County babies, inclusivity, and our city. The new logo pays homage to children through the use of a hand-drawn, watercolor font. And, the talking points remain flexible while illustrating the organization’s initial guiding principles. 

As Cradle Indy works to solidify their mission, we will continue to support the organization as our new clients. We’re thrilled to continue our work with them!