Baby charity The Lullaby Trust has unveiled a new brand identity and website as it looks to
expand its work.

Since its founding as The Foundation for the Study of Infant Deaths in 1971 and rebranding as The Lullaby Trust in 2013, the charity has championed safer sleep for babies and provided bereavement support for grieving families. According to the organisation, since 1991 their work has led to a reduction of over 80% in sudden infant death syndrome (SIDS) and saved the lives of over 30,000 babies.  

With brand agency Studio Texture, the organisation worked to ensure the new identity reflects all of this expanded work, and the ambition to reach new audiences, become more visible to funders and supporters, and more accessible to everyone who seeks information.  

“While our identity has changed, our purpose remains as strong as ever,” said Jenny Ward, chief executive of The Lullaby Trust. “This rebrand is not a revolution but an evolution – one that puts accessibility, inclusivity, and relevance at the heart of everything we do. We are uniquely placed to provide life-saving advice relevant to every baby that is born, and offer bereavement support to anyone who is impacted by the sudden death of a baby or young child. We hope that more people can access our support and advice, however and whenever they need it.”

Over 500 of the trust's community were consulted "every step of the way".

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