St. Jude - 

THE OBJECTIVE

St. Jude is a leading non-profit children’s hospital that treats the toughest childhood cancers and pediatric diseases. Consistent with the vision of their founder Danny Thomas, families never receive a bill from St. Jude for treatment, travel, housing or food. The purpose of this rebrand is to steer away from the typical hospital aesthetic, by keeping the trustworthiness of the brand, but adding elements of friendliness.

THE APPROACH

The old logo makes the brand look dated, however there is a lot of brand equity in the name itself and in the child symbol. The updated logo uses Circular instead of a serif font, and pushes the hierarchy in the name. The current site does a good job of presenting all of their information in a clean manner, however it is not warm or inviting. The rebrand uses candid photos of children to feel more authentic, and adds a bit of fun with the pattern to make their brand more welcoming to potential patients and their families.

THE OBJECTIVE

St. Jude is a leading non-profit children’s hospital that treats the toughest childhood cancers and pediatric diseases. Consistent with the vision of their founder Danny Thomas, families never receive a bill from St. Jude for treatment, travel, housing or food. The purpose of this rebrand is to steer away from the typical hospital aesthetic, by keeping the trustworthiness of the brand, but adding elements of friendliness.

THE APPROACH

The old logo makes the brand look dated, however there is a lot of brand equity in the name itself and in the child symbol. The updated logo uses Circular instead of a serif font, and pushes the hierarchy in the name. The current site does a good job of presenting all of their information in a clean manner, however it is not warm or inviting. The rebrand uses candid photos of children to feel more authentic, and adds a bit of fun with the pattern to make their brand more welcoming to potential patients and their families.

THE OBJECTIVE

St. Jude is a leading non-profit children’s hospital that treats the toughest childhood cancers and pediatric diseases. Consistent with the vision of their founder Danny Thomas, families never receive a bill from St. Jude for treatment, travel, housing or food. The purpose of this rebrand is to steer away from the typical hospital aesthetic, by keeping the trustworthiness of the brand, but adding elements of friendliness.

THE APPROACH

The old logo makes the brand look dated, however there is a lot of brand equity in the name itself and in the child symbol. The updated logo uses Circular instead of a serif font, and pushes the hierarchy in the name. The current site does a good job of presenting all of their information in a clean manner, however it is not warm or inviting. The rebrand uses candid photos of children to feel more authentic, and adds a bit of fun with the pattern to make their brand more welcoming to potential patients and their families.

THE OBJECTIVE

St. Jude is a leading non-profit children’s hospital that treats the toughest childhood cancers and pediatric diseases. Consistent with the vision of their founder Danny Thomas, families never receive a bill from St. Jude for treatment, travel, housing or food. The purpose of this rebrand is to steer away from the typical hospital aesthetic, by keeping the trustworthiness of the brand, but adding elements of friendliness.

THE APPROACH

The old logo makes the brand look dated, however there is a lot of brand equity in the name itself and in the child symbol. The updated logo uses Circular instead of a serif font, and pushes the hierarchy in the name. The current site does a good job of presenting all of their information in a clean manner, however it is not warm or inviting. The rebrand uses candid photos of children to feel more authentic, and adds a bit of fun with the pattern to make their brand more welcoming to potential patients and their families.

THE OBJECTIVE

St. Jude is a leading non-profit children’s hospital that treats the toughest childhood cancers and pediatric diseases. Consistent with the vision of their founder Danny Thomas, families never receive a bill from St. Jude for treatment, travel, housing or food. The purpose of this rebrand is to steer away from the typical hospital aesthetic, by keeping the trustworthiness of the brand, but adding elements of friendliness.

THE APPROACH

The old logo makes the brand look dated, however there is a lot of brand equity in the name itself and in the child symbol. The updated logo uses Circular instead of a serif font, and pushes the hierarchy in the name. The current site does a good job of presenting all of their information in a clean manner, however it is not warm or inviting. The rebrand uses candid photos of children to feel more authentic, and adds a bit of fun with the pattern to make their brand more welcoming to potential patients and their families.