Pediatrics Identity Branding

To support the transition to the new HCA HealthONE brand in Denver, our team developed a comprehensive pediatric visual identity that modernized legacy branding while reinforcing HCA Healthcare’s broader brand strategy. The challenge was to create a system that felt distinctly pediatric without relying on a separate brand.  

Through multiple rounds of exploration, environmental branding concepts, signage studies, collateral systems and stakeholder feedback, we created a flexible design language built around vibrant color palettes, custom shapes, playful patterns, authentic photography and family-centered messaging. 

Designed as a fully scalable platform, the identity was applied across brochures, posters, social media, digital communications, event materials, certificates, signage, environmental graphics and branded merchandise. What began as a solution for a single market evolved into a pediatric design framework that has since been adopted enterprise-wide, helping create a more cohesive and recognizable pediatric experience across HCA Healthcare’s national network.