Project Overview
To create a new identity for The Royal Children's Hospital Melbourne that involved research, strategy, design and documentation suitable for on-going implementation. The brand must have the ability to convey messages of nurturing and position the RCH as the pre-eminent children's hospital in Melbourne, reassuring the staff, a wide range of stakeholders and the community of the reputation of the hospital. At the core of the hospital is a commitment to a united spirit of care for children, which the new identity was required to communicate.
Project Commissioner
Project Creator
Team
Richard Henderson - Creative Director
Laine Warwick- Design Director
Akiko Ueda - Designer
Project Brief
The Royal Children's Hospital required a new identity that would express the essence of the RCH and support the new building in a parkland setting. The identity was required to represent the spirit of care for children of all ages, be distinctively memorable and able to be applied across many and varied applications.
The identity was also required to unite all the activities of the RCH under one singular icon using a monolithic brand strategy. Supporting the identity was a comprehensive look and feel program of pattern and colour to enable the various messages of the RCH to be personalised.
Project Need
The inspiration for the identity was found in the physical location of the new hospital (a hospital in a park and a park in a hospital) and the 'brand truth' developed by R-Co -"Dedicated, expert care".
This 'brand truth' was expressed though a creative idea -"A unified spirit of care for children".
The elegant combination of the figure and leaf shapes created a graphic icon that communicates simply and efficiently. Its engaging composition uses colour to present an optimistic impression. The typography was crafted to emphasise that this is the Children's Hospital.
Supporting the icon is a carefully considered brand architecture that integrates all hospital activities within a disciplined communication strategy.
Design Challenge
The Royal Children' Hospital is characterised by a deep sense of ownership by staff and the community of Victoria. It's a place of passionate commitment to the care and wellbeing of children.
R-Co used a research and interview process to identify the RCH 'brand truth' and from that developed the identity. Engagement with stakeholders was critical to the success of the new identity process.
It is against this complexity that an identity with a simple uplifting message was created. It's a design that a child could draw in the sand.
Sustainability
All activities of the Royal Children's Hospital must comply with sustainability standards.
The identity itself reflects a message of environmental care united with a nurture of humanity. All processes by R-Co and the RCH in the development of the identity conformed to efficiencies in materials and production elements.
Graphic Design - Identity and Branding
This award recognises traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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