Corewell Health Children’s Hospital Brand Development

Brand Development, Brand Standards, Brand Strategy, Event Design, Photography

Opportunity

After merging two leading health systems, including their renowned children’s hospitals, Corewell Health leadership sought a unified brand that still honored the children’s hospitals’ unique identity and culture of care. We were asked to create a children’s brand that fit seamlessly within the parent brand while reflecting the relentless spirit of caring for children.

Approach

We combined the children’s hospital’s legacy of “Impossible happens here” with the system’s powerful “We can.” But we saw an even greater opportunity: ensuring parents and families were recognized as essential partners in pediatric care. The result was something familiar yet bolder than ever before: the belief that no matter how a story starts, we can rewrite it. Turning impossible into possible, and “I can’t” into “we can”.

Result

•  The campaign generated 84 million impression statewide
•  Greater than 20% conversion rate across all digital display, audio and social media