Monthly Archive: May 2010

Client Showcase #2

Last fall when Bonehook started working with ProtoShare, a Portland-based software as a service (SaaS) company, it was strictly a copy job, but that changed as the company decided to invest in its brand.

Now, with the help of Christie McKenzie and her firm Electro Art, ProtoShare has a brand new brand identity.



The rebranding initiative comes after parent company, Site9, announced the expansion of their executive team and the release of ProtoShare 3.8.

“We’re very excited about the progress we have made over the past two years,” said CEO Andrew Mottaz. “ProtoShare is a highly evolved product and it’s time that our image caught up with the rest of the application.”

Client Showcase #1

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