The Behavioral Health department at Children's of Alabama uses a multidisciplinary approach to treating pediatric mental health concerns. The team needed a new look that could coexist with not only the overall Children's of Alabama brand, but also the various divisions within the department.
This rebranding was a massive success.
BRAND DESIGN
Process
We were given creative freedom from the Behavioral Health team, with the understanding that we needed to maintain the nautical theme and feature a ship as the primary imagery (evolving the existing design). The brief also required a cohesive look across all divisions, while allowing each to maintain its unique identity. Finally, the new brand needed to complement both the Children's of Alabama brand and the needs of their patient population.
We started with the basics… literal building blocks. By taking these simple shapes, we created not only a ship, but various shapes that could identify the department's six divisions. The color palette is softer than that of the hospitals, creating a more peaceful look and feel that would be reflected to the patients they see.
This brand has launched and continues to revamp old documents as the need arises.
