Childrens Hospital Los Angeles

Boardwalk’s challenge was to help position Childrens Hospital Los Angeles as a cutting-edge, high-tech facility with international reach and influence. To achieve this goal, a total reimagining of the hospital’s brand identity was in order, retaining only the logo’s nearly 100 year-old iconography, in order to extend the hospital’s compelling brand narrative.

To help the hospital gain control of its decentralized marketing communications, we created a program called Piece of the Rainbow. We assigned official colors to each of 50 departments that had grown accustomed to issuing their own communications. While allowing the departments to retain a fair amount of autonomy, the program ensures their independent publishing efforts all work to support the parent brand. Finally, we established basic rules and graphic standards for the use of the identity system.

Client Evaluation

I hired Boardwalk to develop an updated identity and then to apply it to a variety of specialized centers throughout the organization. This was a particularly sensitive assignment because members of the board and senior administration were involved. Boardwalk worked quickly and efficiently to find creative solutions to our many demands. Today, nearly a decade later, their attention to detail continues to serve the organization well.

Regina Birdsell
Former Director of Public Affairs
Childrens Hospital Los Angeles