This initiative was a rebrand of the 25-year-old Lucile Packard Foundation for Children's Health in Palo Alto, CA. Since 1997, the Lucile Packard Foundation for Children's Health has been singularly focused on unlocking philanthropy to transform the health of children and families in our community and around the world.

 

Innovation in children's health requires dreaming up bold ideas and taking giant leaps—and building this brand for a legacy organization needed

to reflect that commitment to a healthier future for kids and families. In our new logo, you'll see a parent and child embracing, reminding us

that families are at the heart of our work. We also pay tribute to one mom's vision: Lucile Packard's lifelong commitment to children's health. With our cardinal red and gray color palette, we honor our longstanding relationship with Stanford Medicine and Lucile Packard Children's Hospital Stanford.

 

Approach

Our rigorous branding approach involved workshops and interviews with 108 stakeholders: Donors, members of the Board of Directors, Leadership, staff, and Gift Officers. From these conversations, we synthesized themes, brand tensions, and pain points: Criteria we used to determine if strategic and creative decisions were accurate.

 

Paired with a design thinking process, these Criteria empowered the Foundation to collaborate with us through every step of design: From choosing a final logo to deciding how close we align to Stanford School of Medicine's brand.

 

Results

Operationalizing the brand across a staff of 150 was a massive undertaking. In response to the staff's enthusiasm for a new brand, we wanted them to feel involved in the launch. Our solution: Host weekly mini-brand launches with each department and its directors—12 in total.

 

This intimate approach proved wildly successful. We gifted each department with assets, new brand tools, and room to bend the brand. Today, we are seeing consistent yet delightfully unique outcomes across the organization.