American Baby, a seasoned and substantial player in the parenting market place engaged Forty Weeks to assist in a brand transition. Seeking to reach women earlier in their motherhood journey, Julia helped the publication increase its exposure to early pre-natal customers by aligning with other companies in the maternity industry. Forty Weeks developed and managed the American Baby Maternity Alliance, which includes a newsletter, web site and programs targeting the independent maternity retailers and manufacturers. American Baby gained distribution though this vital network of stores. Julia also helped American Baby to infuse a greater level of “hip” in their pre-natal fashion positioning.