Brand Refresh & Modernization

Children’s Specialized Hospital Foundation

Led a comprehensive brand modernization to reposition a growing healthcare foundation ahead of a $45 million capital campaign. Aligned creative vision with board-level stakeholders, strengthened donor confidence, and elevated the Foundation’s market presence to match the scale and sophistication of its mission.

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

Results:

• $45 million campaign goal achieved within three-year timeframe, meeting 100% of target

• Increased donor retention by 25% in first year post-rebrand

• Grew Instagram following by 20% and achieved 18% average engagement rate.

• Recruited and activated 15+ brand ambassadors, generating $100,000 in peer-to-peer fundraising in year one

• Secured Board of Trustees unanimous approval for brand refresh across two presentation rounds

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. While long-time donors remained deeply connected, the brand presented as dated and smaller than the organization had become, limiting its ability to attract new donors, partners, and leadership-level supporters.

In 2020, as the Foundation prepared to launch its largest capital campaign to date with a $45 million goal, it became clear the brand needed to evolve. I was brought on board to modernize the Foundation’s presence in a way that would signal credibility, momentum, and institutional strength to first-time audiences, without alienating the trust and loyalty of long-standing supporters.

STRATEGIC APPROACH

Discovery & Brand Audit

I conducted a comprehensive brand audit examining all donor touchpoints, competitive positioning, and internal stakeholder perceptions. My team interviewed 15+ stakeholders, including board members, C-suite leadership, development staff, and long-time donors to understand brand equity and growth barriers. We analyzed the competitive landscape across regional healthcare foundations and national organizations to identify opportunities for differentiation.

Critical insight identified: The Foundation’s visual identity and messaging signaled a smaller, more local organization than it was, creating a perception gap that undermined confidence among major gift prospects.

Brand Strategy Development

I developed a strategic positioning framework that elevated the Foundation’s presence to match the institutional scale and sophistication of its $45 million campaign goal. This included creating a messaging architecture that transitioned from effort-focused storytelling to impact-driven narratives, establishing a brand voice evolution. I led the development of a visual identity system that balanced modernization with equity preservation, updating typography, color applications, and photography style while maintaining recognizable brand marks.

Stakeholder Engagement & Governance

Accountable to a governing board with 30+ members, it was important to translate creative decisions into business outcomes through the lens of campaign readiness and donor confidence. I presented the brand strategy to the board in a phased approval process, conducted internal brand training for staff members, and created comprehensive brand guidelines.

Campaign Integration

To debut the refreshed brand across digital, print, PR, social media and influencer partnerships, I developed an omnichannel campaign strategy that reinforced the perception shift. I established measurement framework that tracked brand health indicators (donor confidence, institutional perception, competitive positioning) alongside campaign performance metrics.

Key Strategic Decision

Rather than a dramatic rebrand that might alienate existing supporters, I recommended evolutionary modernization, preserving brand equity while systematically elevating every touchpoint. This approach allowed the Foundation to signal institutional growth without triggering donor concerns about changing who they are.

LEADERSHIP & SCOPE

Project Duration: 9 months

Team led: 8

Stakeholder management: Presented to 30+ member Board of Trustees, C-Suite Executive Team, and 30+ Staff Members & Consultants across three presentation rounds.

Cross-functional collaboration: Partnered with Development, Hospital Communications & Marketing, Medical Staff Leadership, and Development Consulting Firm to ensure brand alignment across all touchpoints.