Children’s Hospital & Medical Center

Here’s to a decade of brand partnership

The rebranding of Children’s Hospital required a fresh perspective. It asked people to change the way they had seen the hospital for its 60-plus years and to change the brand that had been its visible symbol for many of those decades.

The process was a collaborative journey. It became clear that this project was not about color schemes and font sizes. It was about capitalizing on the unique aspects of the hospital as a full-service pediatric medical center with top-quality physicians and staff, specialty clinics and services, innovative facilities, and ground-breaking research.

Ultimately, it was all about the kids.

The results were impressive on many levels, with the incorporation of a bold new symbol that captures the energetic spirit of a child – the “spira mirabilis” – and a compelling new slogan, “We know children,” into all forms of communication and media.

Work we’ve done:

• Research
• Brand strategy
• Brand architecture
• Naming
• Brand identity
• Launch tactics
• Website
• Publication design
• Environmental branding
• Signage and wayfinding
• Motion graphics
• Advertising
• Business collateral

When it became orange:

When we debuted the latest ad campaign, we turned to the internal audience watching it and saw many of them dabbing at the tears in their eyes. It was a great reminder that you have to touch the heart to move the mind.