Embracing Change
When Cincinnati Children's was ready to introduce their first brand overhaul in nearly 20 years, it came at a challenging time. Amongst budget cuts and political pressure, the community and staff were skeptical of this large scale and costly change to the brand that already meant so much to them and their kids.
At the beginning of the process, I co-lead the creative work on a four day "Propulsion" brainstorm in which multi-discipline teams from Barefoot Proximity as well as an off-site team in Barcelona participated in an intensive concentration of creativity and strategy to land on a campaign direction.
The video shoot involved interviewing 32 former patients over two days and capturing their candid interpretations of the new logo directly into camera using Erol Morris' Interrotron device.
The video shoot involved interviewing 32 former patients over two days and capturing their candid interpretations of the new logo directly into camera using Erol Morris' Interrotron device.
Cincinnati Children's carried this ethos with a positioning based on category leadership through collaboration and community.
The new brand continues to roll-out while keeping the theme of embracing change and leading through collaboration ever present.
