Project Overview
CHALLENGE
Children's Healthcare, one of the largest pediatric systems in the country, was challenged to expand the reach of their brand while preserving emotional brand equity. The goal was to modernize the brand, making it more cohesive, strategically-focused, and appealing to teens and their parents.
SOLUTION
Through qualitative and quantitative research, it was concluded that the historical "Hope & Will" characters held strong brand equity throughout Georgia. With this in mind, an evolutionary rebrand approach was elected in order to both maintain and grow the current brand equity. The new Hope & Will are a simplified and modernized version of the previous children. Subtle changes to the design include oval eyes, bigger smiles, clothing more suited to older children and a taller, a more streamlined appearance. Another notable change is Hope’s hairstyle—she is now wearing a ponytail. The logotype was also updated to reflect a kid-focused organization while still remaining professional and credible. A comprehensive brand style guide was developed to drive all stakeholders toward a coherent yet flexible brand identity system.Client
