Case study

One trusted logo, grown into a brand families find their way by.

Arnold Palmer Hospital for Children already had a trusted name and an established mark. It did not have a complete language that hundreds of people could apply consistently. We built the brand system: promise, voice, typography, color, imagery, collateral, and environmental standards, proven across the places families actually encounter the hospital.

The entrance to Arnold Palmer Hospital for Children with its colorful exterior columns — The institution behind the system

Disciplines: Story + Brand, Design + Technology
Scope: Strategy, identity, standards
Duration: Roughly one year
Status: Much still in service

158
Beds: 15+ years
Nationally ranked: 1 to many
One logo into a working system

The standard

Design for the person on the other side of it.

In a children's hospital, brand carries real weight. A parent may be navigating the worst day of their life. A clinician may be moving quickly. A child needs the place to feel less frightening.

Those conditions set the creative standard. Every decision had to make the organization easier to understand, warmer to encounter, and more dependable in use.

01
Clarity
Help families understand where they are and what comes next.
02
Humanity
Make a high-stakes environment feel warmer and less frightening.
03
Consistency
Give hundreds of people one dependable system to work from.

A wayfinding system that fails is a family lost on the way to the NICU.

The idea

Healthier kids. Stronger families.

One plainspoken promise gave the system a center of gravity. It joined pediatric care with the people and community surrounding every child.

From there, the existing logo became one part of a broader identity. Color, typography, imagery, playful language, and flexible patterns could now work together without losing the hospital's authority.

The central promise as a standalone identity expression

Arnold Palmer Hospital campaign featuring a child at play and the message Impact lives. Empower a community. — The promise extended into public-facing campaign work

A collection of Arnold Palmer Hospital print, billboard, and digital applications — One language across very different formats

The operating system

A brand book made to be used.

The guide translated creative intent into repeatable decisions. It moved from promise and personality to logo use, color, messaging, collateral levels, and wayfinding.

01
Promise
The center of gravity every decision points back to.
02
Voice
Warm, plain, and dependable in the hardest moments.
03
Identity
Logo, color, type, and imagery standards.
04
Environment
Collateral levels, signage, and wayfinding.

Beyond the guide

One system across every surface.

The manual was only useful if it survived contact with the institution. The identity extended into advertising, stationery, donor communication, signage, environmental graphics, web work, and even ambulance wraps.

The goal was recognizable judgment: the same priorities and the same level of care, whether the format was a billboard or a directional sign.

Advertising
Stationery
Donor communication
Wayfinding
Digital
Fleet and field

The outcome

A brand built to last, down to the signs.

The work turned one mark into a practical brand language and delivered the standards and applications needed to keep it coherent.

Much of that foundation remained in service years later. That endurance matters because the work supported one of Florida's most consequential care environments, serving children and families when clarity, confidence, and humanity were needed most.

158
Beds: 15+ years
Nationally ranked: Years
Foundation still in service

Brand book