Challenge
The Royal Children’s Hospital Melbourne is Victoria’s major paediatric hospital. Established in 1870, it serves the community through clinical excellence and as a centre for education (Melbourne University) and research (The Murdoch Childrens Research Institute).
In 2005, the Victorian State Government announced that it would build one of the world’s most advanced Children’s hospitals in the parkland to the west of the existing Royal Children’s Hospital.
A new identity was created in 2011 following extensive research with staff, families and stakeholders who live and breathe the hospital’s values.
“It’s a centre of expertise; the place for children’s healthcare.”
Creative Strategy
The figurative brand mark symbolises the hospital’s parkland location and focus on passionate commitment to children.
“A park in the hospital and a hospital in the park.”
Creative Idea
“Dedicated, expert care.”
The ROI
The new brand mark is the prime element in a comprehensive brand image ecosystem, with the graphic design integrated throughout all communications, signage, digital channels, interior and architectural details. The identity is central to all hospital experiences locally, nationally and globally across a wide range of audience groups.
At the Official Opening of the Royal Children’s Hospital Melbourne by Her Majesty Queen Elizabeth on 26 October 2011, the new brand identity was also unveiled.
