Carter’s is getting a major makeover. The children’s brand is rolling out its first big refresh in nearly three decades with young parents in mind. It includes an updated logo and visual identity, and the launch of the brand’s first-ever dedicated creator program, “Light Makers,” later this year. Carter’s is also partnering with Outward Bound to offer expertise and advice around outdoor activities—something the company says is becoming more important to young parents looking for ways to get their kids off screens and into the real world. The refresh comes to life in Carter’s new commercial, which introduces their revised brand promise: “to let every child’s light shine.” It’s a theme that reflects in-company research that shows younger parents value self-expression and giving their kids the freedom to wear what they want. (Modern Retail)
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