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Brand positioning + updated brand identity
DRISCOLL CHILDREN'S HOSPITAL
The organization, founded in 1953, was in the process of a comprehensive brand overhaul (including enterprise-level brand strategy, updated mission and vision documents, a new brand campaign, and service-line marketing plans) as they prepared for several substantial events across South Texas. Stakeholders were determined set Driscoll up for success as they embark on a phase of extreme growth.
CATEGORY
Healthcare, nonprofit
OBJECTIVE
Solidify brand positing and establish a new brand identity to reflect what the Driscoll brand is today.
IDENTITY UPDATE
The existing Driscoll logo was dated, both literally and visually. The balloons were added to the logo in 2003 to celebrate the organization's 50th anniversary. After decades of use, creative liberties have been taken with the logo and brand identity creating a considerable level of inconsistency.
RESEARCH
100+ stakeholder interviews
5 employee surveys
Site visits to every region
Board meeting attendance
Proprietary data audit
Competitive analysis
AA&U Study
Digital and social audit
Competitive audit
Driscoll family history
CLARA DRISCOLL
Clara Driscoll was a South Texas cattle heiress who had a deep love for the state. A woman before her time, she was formally educated, wrote Broadway plays, created a line of designer lamps, and traveled the world. She passed away without having had any children of her own. She left her fortune to an endowment for the development of a nonprofit hospital to care for the children of South Texas.
SOLUTION
Develop a dynamic logo that signals DHS's bold step into the future and honors Clara Driscoll's trailblazing actions that made the organization's existence possible.
EXISTING
UPDATED
HONORING CLARA
DYNAMIC SYSTEM
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