Why Jessica Seinfeld Is Renaming Her Popular Nonprofit After 15 Years as Baby Buggy

She hopes the Good+ Foundation will better reflect its scope

In 2001, when Jessica Seinfeld founded Baby Buggy, a nonprofit that supplies strollers, cribs and diapers to families living in poverty in the U.S., the name was suggested by her famous husband, Jerry.

That's part of the reason why she held on to the moniker as Baby Buggy's mission expanded over the next 15 years to include providing goods, education and support programs to entire families, including mothers, fathers and siblings.

But on April 5, she unveiled a new name: Good+ Foundation. The name is intended to better reflect the organization's work and to help it garner more corporate sponsors.

"We were limited because our name said 'baby,'" Seinfeld told Adweek. "I wanted our work to be better represented. As we raised funds for our fatherhood program, we thought that if we had 'baby' in our name, brands that skewed masculine might not want to be associated with us or help us fund programs. When we told potential partners about the new name, they said, 'We're so glad you've taken this step.'"

But changing an established organization's name without losing its brand equity can be a difficult task.

Seinfeld and her team worked with agency Lloyd & Co. on the new brand identity and name over the course of two years. For the Good+ Foundation logo, they kept the same overall look and color scheme, as well as the buggy from Baby Buggy's logo. "The buggy is the heart and soul of the organization and how we started," Seinfeld said. "The rebrand really captures the essence of what we do. I don't think people are thrown by the redesign, and it opens up the future for us."

The foundation's corporate sponsors include brands such as Children's Place, Seventh Generation, Ergo Baby, Weil and others.

"We see who has a similar objective as we do, which is working with families. We look at corporations that sell baby gear, or diapers, products that fit within our world, and ones that might be receptive to holding events or in-store promotions. I like to create partnerships that last," Seinfeld said.

Her husband's celebrity connections are a huge help in promoting the foundation's work as well, she added. "He's spearheading our fatherhood program, and he's gotten a lot of his friends to sign up. He's hosting a lunch in L.A. to help us raise awareness for it, and it's really important to him. He loves what we're doing."