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Case Study

Children's Hospital & Medical Center

The symbol of a new era in pediatric health care


Children’s Hospital & Medical Center has a rich history based on community involvement and service to children. The original Children’s Memorial Hospital was founded in 1948 by Dr. C.W.M. Poynter, dean of the University of Nebraska Medical Center, and Henry Doorly, publisher of the Omaha World-Herald, with a vision that no child in need of medical care would be turned away due to an inability to pay.

Today, families from across a five-state region and beyond seek the experience and expertise of Children’s Hospital & Medical Center. They provide care to more than 250,000 children each year.

Identity and Brand Architecture

The Challenge

In its 60-plus years, Children’s Hospital in Omaha had grown into an award-winning center of care and recovery for sick children and their families, and a major source of pediatric education for two medical schools. Despite these strengths, its brand was vulnerable. The image was out-of-date with leadership’s ambitions. The message was fatigued. It was time for a change.


“We are excited about the future at Children’s and we believe this change is a positive reflection of our enthusiasm and continued dedication to the children and families we serve.”

Gary Perkins
President, Chief Executive Officer
Children’s Hospital & Medical Center

Print Advertising and Publications

The Approach

Children’s is kids. Kids are colorful. Kids are bright. Kids are imagination. Kids draw in loose forms and shapes. Kids are fearless. Kids are unique. Kids are expressive. Kids are timeless and powerful. This new brand had to capture all of that… and then some.

  • Analysis : Through our research, we identified a common thread – a brand DNA – that began to lead us in a definite direction.
  • Define & Plan: Our brand strategy for Children’s called for a concept that did not single-mindedly focus on care but also on the core principles of education and research in a kid-friendly atmosphere.
  • Create : We created numerous concepts, and after selecting the strongest ideas, we conducted consumer focus groups to hear the thoughts and emotions triggered by each.
  • Implement & Launch : The curtain rose on the new brand for Children’s Hospital & Medical Center in a grand and unconventional multi-media presentation staged in the hospital’s atrium 14 months after the first rebrand meeting.

Outdoor Advertising

“Wow! It’s really a homerun and I couldn’t be more pleased. Thank you for your creativity, vision and excitement. We couldn’t have done this without you!”

Marty Beerman
Vice President, Marketing & Community Relations
Children’s Hospital & Medical Center

TV Commercials

The Impact

The results have been impressive on many levels. The rebrand has redefined the hospital’s image in the hearts and minds of its audience.

The most important thing we learned

Children’s is a special place run by brilliant people caring for very vulnerable children. There are countless times when we hoped that the work we were doing was bringing more awareness to this amazing place. And we hoped that we could capture the energy, passion, tenacity, heart and soul of all the people who live and breathe the Children’s mission: So that all children may have a better chance to live…

What our client had to say about the experience

“The rebranding at Children’s was really a chance to reframe our presence in the market…”

Marty Beerman
Children’s Hospital & Medical Center
Vice President of Marketing and Public Relations