Making it all, “All Better.”

Always among the nation's best, The Children's Hospital in Denver long had a reputation of treating and curing the sickest of the sick. So much so, that parents never wanted to 'have' to take their kids there. We set out to communicate that Children's was the best choice for the little things as well. Our seven-year relationship started during the simultaneous construction of their new state-of-the-art facility along with several new satellite locations. An opportunity of this scale warranted comprehensive rebranding, not just a launch campaign from a new ad agency.

"It's all better" became the creative translation of our positioning. The logo was transformed and infused with a new spirit to become a living icon for the brand promise. Kids are inherently optimistic and full of potential–Every touchpoint had to be imbued with this–the new brand essence. I created the foundational components and oversaw the application for several years. Discreet branding that translated into art and installation brought the vibrant experience to life on the inside, while 'balloon boy' was fully realized across media. The logo spirit and geometry inspired a robust brand system, that, along with a well-articulated brand voice, unified countless applications and marketing components.

The success of The Children's Hospital, greatly increased competition and prompted the name change to "Children's Hospital Colorado." In the end, both unaided awareness and perceived difference relative to competitors were up by +12%. It was an honor to have the opportunity to elevate such a beloved brand.