The Montreal Children’s Hospital Foundation joined hands with creative agency Cossette and together they revealed the institution’s brand-new visual identity. A look that expresses the hospital’s real core values and boosts its appearance amongst those tiny people who are always afraid of doctors, kids. Shrouding itself in a kid-friendly costume, the hospital wants to strengthen the bond between donors, patients, and their families.
The infirmary was built with three pillars at its foundation, namely healing, love, and bonds. Three simple words that mean so much not just for the sick children but also the families waiting to see their little back to full health. Aside from giving hope and confidence to the children, these kind words were the basis for shaping the new visual signature of the hospital.
Taking inspiration from the institution’s real spirit, the creative agency band-aided the hospital’s new identity, which displays a figure of a child. The logo takes the shape of a single band-aid as a symbol of the hospital’s mission to cure, heal, and ease the kids’ suffering.
Plus, the Montreal-based agency gave birth to a heart-shaped band-aid, which visually represents the love between the patients and the hospital’s medical staff. The heart shape also symbolizes the first medicine kids need to overcome the unpleasant conditions that affect them: affection and care.
When the two images are overlaid, they contour an icon and reveal, in the end, the unbreakable connection between donors, patients and their families, and the Montreal Children’s Hospital.
In the same distinctive note, the agency carefully chose the colors. These are bright, joyful, and cheerful. They are intended to boost the kids’ confidence in the doctors and make them feel more comfortable in a place where, in fact, they would have likely felt afraid.
The Montreal Children’s Hospital Foundation is the first in the province of Québec that is entirely dedicated to pediatric care. Besides the kid-friendly visual identity and its medical mission, the institution is aware that it has to do more to become friends with the little ones, especially when they are sick. Inspired by this notion and just in time for Halloween, the Hospital decided to surprise its patients, who weren’t able to take part in this year’s holiday, to join and have a good time.
On the night of 31st October, a group of students from Montréal primary school École Saint-Barthélemy went great lengths to gather some donations to organize a Halloween party for the Foundation’s patients. “When you see five to eight-year-olds willing to trade their princess or Harry Potter costume for a hospital gown to help other children, it makes us adults want to chip in too,” said Vicky Morin, the Creative Director at Cossette.
So, besides the new brand refresh that should help the Hospital’s patients feel welcome during this time of the year, the young ones also received various other cute treats like a shadow puppet show, an oversized piñata, and giant interactive costume. They could also listen to a message from Foundation spokesperson and famous hockey player PK Subban and participate in a wheelchair race. What a day!
Credits:
Client: Montreal Children’s Hospital Foundation
Agency: Cossette