Working closely with the client, I led the design of a comprehensive rebrand—translating a newly defined vision, mission, and values into a cohesive visual and verbal system. A central tension guided the work: how to reflect the energy and individuality of pediatric patients without diminishing the complexity of their conditions or the expertise behind their care.

We developed the full brand system, including logo, color palette, typography, imagery direction, and supporting graphic elements. The identity was designed to express movement and possibility—drawing from Gillette’s focus on brain, bone, and movement conditions—while maintaining clarity, accessibility, and consistency across all applications.

The visual language uses bold, vibrant color and organic forms to create a sense of energy and optimism, balanced by a structured system and candid, human-centered photography, featuring real patients and providers.

Beyond the guidelines, I worked closely with stakeholders to implement the brand across a wide range of materials—ensuring it functioned as a scalable, usable system across presentations, stationery, environmental design, and digital platforms.

The result is a modern identity that brings warmth and authority into balance—positioning Gillette Children’s as both a global leader in care and a place where every child is supported in creating their own story.