Children’s Miracle Network Hospitals by Landor, Cincinnati

CLIENT

A non-profit organization that raises funds for more than 170 children’s hospitals across North America.

BRIEF

Evolve the Children’s Miracle Network Hospitals’ name to more clearly communicate the organization’s purpose and bring the new name to life through a refreshed identity. Children’s Miracle Network had strong equity in the red and yellow hot air balloon that consumer donors recognized from checkout counters at national retailers like Walmart and Rite Aid. The new identity system needed to be captivating on its own, but also work in hundreds of co-branding scenarios between the organization and its partner hospitals and sponsors.

APPROACH

The simple addition of “Hospitals” to Children’s Miracle Network’s existing name clarifies where the organization helps children. Grounded in Children’s Miracle Network Hospitals’ belief that every child deserves hope and healing, our refreshed identity created a contemporary, iconic brand and a kinetic identity system that raises those hopes even higher—letting their hot air balloon take flight.

Working with Landor has been a wonderful experience. 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. — Craig Sorensen, Chief Marketing Officer of Children’s Miracle Network Hospitals