Rebranding to reflect global leadership in specialty pediatric care
Gillette Children’s Specialty Healthcare, known for treating children with rare and complex musculoskeletal and neurological conditions, needed to raise awareness among pediatric specialists and improve its brand identity. BPD partnered with Gillette to create a new brand strategy, vision, mission, and values statement that reflected its innovative care and expertise. Through interviews and research, BPD crafted the brand purpose, “Every body has value,” and modernized the hospital’s name to Gillette Children’s, with a new logo representing brain, bone, and movement. BPD also developed a brand embodiment program for staff and leadership, ensuring the brand guided all operations. The rebranding positioned Gillette as a global leader in supporting children with complex conditions, resulting in increased referrals and recognition.
“The key to a reimagined brand identity, evolved name and new architecture for Gillette Children’s was understanding what made Gillette Children’s special. By spending time onsite and interviewing senior leadership, doctors nursing staff, parents and patients, we uncovered an unspoken truth about the type of people who took on the challenges of working with children who suffer from extreme neuromusculoskeletal conditions. We established a new framing for how the organization saw itself, new values that re-enforced that new framing and a way of infused the organization with the new brand out internally and externally. It was one of the most rewarding projects I have done in my career.”
BPD, Lead Strategist
