Carter's turnaround strategy is coming into focus, with the baby-apparel company introducing a new brand promise and logo.

Carter's on Tuesday said its evolution as a company will be anchored by a renewed brand promise, "Let every child's light shine," and that it would partner with other organizations to invest in experiences and resources that help support children. It said it would also refresh its social-media channels to better express its updated brand mission.

The efforts will begin rolling out across Carter's channels this year, including a new marketing push set to debut Tuesday, the company said. Additional retail, product and packaging elements will follow in 2027, it said.

"We're preserving what has made Carter's essential while expanding how we put that trust to work, from the products families rely on every day to the experiences, resources and partnerships that support children and the community raising them," Chief Executive Sharon Price John said.

Price John joined Carter's this summer, after a 13-year run as CEO of Build-A-Bear Workshop, where she oversaw the turnaround and expansion of the stuffed-animals specialty retailer.

As CEO of Carter's, Price John will aim to once again turn around a struggling retailer. The company in July warned of a decline in profitability this year due to tariffs. That came after Carter's last year said it would close about 150 stores in North America and reduce its office workforce by about 15%, cutting roughly 300 positions as tariffs dragged on earnings.