It’s rare for a research hospital to be so closely affiliated with a major treatment hospital, but that’s exactly the case with Cincinnati Children’s Hospital Medical Center. The research hospital’s challenge was to differentiate itself, and create a distinct brand under the umbrella of the very large, clearly defined, and well-established Cincinnati Children’s Hospital brand.
Sanger & Eby evaluated the elements of the established Children’s Hospital brand, breaking it down to its key elements and analyzing each one, identifying what made it unique, what its message was, and whether it fit with the key messaging of the research brand. The result was a unique and distinct sub-brand within the framework of the Children’s Hospital brand.
Beyond establishing the initial brand, Sanger & Eby and Children’s Hospital have continued to evolve the research brand, with form following the function of the research itself: asking questions, breaking down barriers, and evolving to something new. Each piece, each newsletter, each annual report is unique in a new way, reinforcing the power and imagination that drive the Children’s Hospital Medical Center researchers every day.
Children’s Hospital Medical Center Research is successfully established and flourishing as a unique and evolving brand within the framework of the overall Children’s Hospital brand. The brand and supporting materials have won numerous awards, and support for research continues to grow.