Seattle Children’s is one of America’s leading pediatric hospitals—known for solving the unsolvable and delivering compassionate, family-centered care. As part of an ambitious rebrand to support growth and strengthen its emotional connection with families, the organization sought a visual identity that could reflect both its world-class expertise and its deeply human mission.
I led the creative team in developing a new brandmark and identity system anchored in the “Compassionate Guardian” idea. The final logo—a parent and child whale—captured the nurturing, protective care at the heart of Seattle Children’s, while honoring the Pacific Northwest’s rich Native American heritage and marine life.
Designed to feel both professional and welcoming, the brandmark resonated across audiences—from young patients to families, donors, and staff—serving as a timeless symbol of hope, healing, and community for generations to come.