Challenge

Landor’s challenge was to develop a name that more clearly communicates the organization’s goals, and to bring the name to life through a refreshed identity. Children’s Miracle Network had strong equity in its red and yellow hot air balloon identity. Consumer donors recognized the organization’s icon at checkout counters of supermarkets and other national retailers such as Walmart and Rite Aid. The new identity needed to not only grab people’s attention, but to also be effective in hundreds of co-branding scenarios between the organization and its partner hospitals and sponsors.

Solution

The simple addition of “Hospitals” to Children’s Miracle Network’s existing name clarifies how the organization helps children. Children’s Miracle Network Hospitals believes that every child deserves hope and healing, and Landor’s refreshed identity lets the iconic hot air balloon take flight. The new branding system elevates the balloon above the wordmark and allows it to soar, bringing to life the core concept of the rebrand: that children’s hopes can rise higher with the help of Children’s Miracle Network Hospitals. The balloon is no longer a static piece, but moves across collateral to symbolize these higher hopes. The simplified, modern shape combines more seamlessly in hundreds of co-branding markets.

"Working with Landor has been a wonderful experience," said Craig Sorensen, chief marketing officer of Children's Miracle Network Hospitals. "Our partnership began over two years ago, and Landor really got to know us over the course of this project. The resulting brand is one that both our board of trustees and board of governors are proud of, and one we are sure will help drive the Children's Miracle Network Hospitals mission forward."