Children's Miracle Network Hospitals Design & Branding CHILDREN'S MIRACLE NETWORK by Landor New York


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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market United States
Agency Landor New York
Creative Director Dale Doyle
Released January 2011

Credits & Description

Category: Charities & Not For Profit
Date of First Appearance: Jan 10 2011
Entrant Company: LANDOR ASSOCIATES, Cincinnati, USA
Managing Director: Mary Zalla (Landor Associates)
Creative Director: Dale Doyle (Landor Associates)
Associate Design Director: Daniel Seol (Landor Associates)
Associate Design Director: Jay Hoffman (Landor Associates)
Client Manager: Virginia Hultman (Landor Associates)
Media placement: 360 Brand Experience - Billboard, print, online and other applications - January 2011

Describe the brief from the client
Children’s Miracle Network is a non-profit organisation that raises funds for more than 170 children’s hospitals. Many consumers are familiar with Children’s Miracle Network’s red and yellow hot air balloons when they are solicited for a dollar donation at checkout counters at familiar retailers like Wal-Mart and Dairy Queen. The hot air balloon will remain a part of the new Children’s Miracle Network Hospitals identity, but can be optimised.

Describe the challenges and key objectives

Our agency challenge was to evolve the organisation’s name to more clearly communicate the organisation’s purpose and bring the new name to life through a refreshed identity. Children’s Miracle Network had strong equity in its red and yellow hot air balloon consumer, that donors recognised from checkout counters at national retailers like Walmart and Rite Aid. The new identity system needed to be captivating on its own, but also work in hundreds of co-branding scenarios between the organisation and its partner hospitals and sponsors.

Describe how you arrived at the final design
The simple addition of “Hospitals” to Children’s Miracle Network’s existing name clarifies where the organisation helps children. Grounded in Children’s Miracle Network Hospitals belief that every child deserves hope and healing, Landor’s refreshed identity created a contemporary, iconic brand and a kinetic identity system that raises those hopes even higher - letting their hot air balloon take flight. The simplified, modern brand mark pairs well with any of its partners, and an extensive guideline system was created to ensure success in varied circumstances.

Give some indication of how successful the outcome was in the market
The resulting brand is one that both the Children’s Miracle Network organisation can be proud of, and one that will help drive the Children's Miracle Network Hospitals mission forward into the future.