Westmead Children's Hospital Entrance
The Client
The Children's Hospital at Westmead is a stand-alone service dedicated entirely to paediatrics.
It is world renowned. The level of care and passion by staff and volunteers for children and their
families has to be seen to be believed.

The Challenge
The Westmead Children’s Hospital's management had recognized they were lacking a cohesive brand
image that represented its renowned and ongoing endeavours to serve the well-being of all children.
It needed an identity that would herald and embrace the culture of the hospital and all its
stakeholders. Importantly, it had to be an instantly recognizable image capable of raising funds from
private and public sectors.

The previous identity had never had the ability to capture the spirit and warmth of the hospital.
For the most part, it was an uncomfortable and depressing symbol that worked on the wrong
psychological emotions to be effective for its intended purpose. A hospital should ultimately focus
on the hope it gives rather than the despair that may sometimes transpire.