Children's Hospital Los Angeles Rebranding
I was hired as creative director to rebrand a 110 year old L.A. institution for the first time in over 50 years. Children's Hospital Los Angeles had a brand that was very outdated and no longer represented the pediatric powerhouse that CHLA had become. Additionally, a new, $750M new hospital building was about to open and CHLA could no longer be "LA's best kept secret."
A fresh, new direction was needed to inspire and give hope to our patients and their families. The butterfly is a symbol of transformation. It represents going from a state of illness to a state of wellness. This became the foundation of the brand moving forward. The color palette is a nod to our history and the previous logo. It maintains the colors of the rainbow but not arranged like a rainbow as in the previous logo. The font is dramatically more open and readable.
But a new brand is much more than just a logo. I re-crafted all aspects of the CHLA external and internal persona. This included brand standards, signage, copy and image standards, usage, partnership strategy, aspects of the patient experience, recruiting messaging, US News & World Report national rankings and many more aspects that the brand effected. Revenue increased from approximately $650M to over $1B in 6 years. My team and I also partnered with hospital Foundation colleagues to develop a fundamental shift in fundraising messaging that culminated in increasing donations from $70M a year to over $105M in 4 years.
At the time of my departure, I believe the brand was set up to succeed for years to come.