Brand Refresh & Modernization

Children’s Specialized Hospital Foundation

Role: Creative Director, Brand Strategy, Messaging, Creative Leadership

Scope: Brand identity refresh; messaging, tone, and voice; style guides; multi-channel campaign development

Industry: Healthcare, Nonprofit

The Challenge:

As Children’s Specialized Hospital Foundation grew in size and influence, its brand no longer reflected the depth of its mission, the breadth of its work, or the sophistication of its supporters. The brand presented as dated and small, limiting its ability to attract new donors, partners, and leadership-level supporters.

In 2020, as the Foundation was preparing to launch its largest capital campaign to date, with a $45 million goal, it became clear that the brand needed a refresh that would signal credibility, momentum, and institutional strength to donors encountering the brand for the first time without alienating existing long-time donors.

Learning Light

It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.

Styling Your Subject

Be clear, be confident, and don’t overthink it. The beauty of your story is that it’s going to continue to evolve and your site can evolve with it. Your goal should be to make it feel right for right now. Latter will take care of itself. It always does.

Environmental Portraiture

Don’t worry about sounding professional. Sound like you. There are over 1.5 billion websites out there, but your story is what’s going to separate this one from the rest. If you read the words back and don’t hear your own voice in your head, that’s a good sign you still have more work to do.