Unique branding strategy for children’s hospital

Overview

The Sydney Children’s Hospitals Network was seeking to launch a new brand that would better engage with the Aboriginal and Torres Strait Islander communities, and commissioned our team to design and produce a logo that would spearhead its new branding strategy.

Our goal was to produce a concept that would help the SCHN develop an identity that reflects its commitment to Indigenous health, education and employment, raises Indigenous visibility throughout the Network and encourages current and prospective Aboriginal and Torres Strait Islander employees.

Approach

We engaged Aboriginal artist Lucy Simpson to work with us to create an artwork that complemented the hospital’s logo, but also stood alone as an identifiable logo for the Indigenous community.

It visually represents the Indigenous community and staff within the Network, but most importantly, the strong support structure for Aboriginal and Torres Strait Islander children and families. The layers of service and facilities provided are also represented in the multi-layered design.

The logo, which is part of the Network’s Aboriginal employment strategy, is prominently displayed on health and workforce information brochures, inside all Network paediatric health facilities, and throughout key public spaces at The Children’s Hospital at Westmead and Sydney Children’s Hospital, Randwick.

A launch was held at Sydney Children’s Hospital Community Health Centre at Randwick.