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Seattle Children’s needed to reevaluate its brand in order to align recently added research units, compete for doctors and researchers and move into the list of the nation’s top five pediatric hospitals. As part of this mission, I lead the team to refresh the visual identity to make the brand more relevant and distinctive for their audiences. The resulting visual identity is a simple and compelling depiction of two whales, inspired by traditional Northwestern art. The large and small whales communicate the compassion and trust at the heart of many of Seattle Children’s relationships – parent and child; family and community; hospital and supporter; care provider and patient.