At the beginning of the year, Bonehook was tasked with creating a new brand identity for Danville Children’s Medical Center, a new long term care hospital for children due to open in Tucson, Arizona this year.
Danville Services Corporation, the hospital’s parent company, has a wealth of good will and brand equity in Tucson health care circles thanks to years of service in the market. We needed to borrow some brand equity while clearly identifying what the Danville Children’s brand means, what it looks like and feels like and what it says to people upon first, second and third contact.
Here’s the new hospital logo:
And this is how it rolls out in a business card:
The graphic you see on the back of the business card, we plan to use in a mural inside the hospital.
Our task in building this new brand is to be child-friendly, caring and down to earth. At the same time, Danville Children’s is a hospital brand, so it needs to evoke trust, wellness, and a deep sense of professionalism in a family-centered environment, supported with expertise and state-of-the-art equipment.
Designer: Cathy Solarana