Baby Universe enlisted Forty Weeks’ and Julia’s expertise to assess its brand as a whole, and to help determine how the company could gain an earlier entry into the lives of new and expectant mothers. Julia’s strategy included an overhaul of its maternity department and baby registry. Forty Weeks directed a redesign of the Baby Universe Baby Registry, which now offers the first on-line registry categorized by lifestyle – the emphasis is on the lives of parents. Julia also worked with the company to help them become more intentional with vendor relations and media partnerships. Julia created both traditional and on-line alliances, and secured national media coverage that included a Wall Street Journal story on the power of baby gear and Baby Universe’s work in helping to transform the way maternity and baby products are marketed. Other key coverage included The Washington Post and Us Weekly.