The "Memorial Health Children's Hospital Physical and Digital Branding" project, created by Alexandre Beikos for the GRDS 408 course under Professor Sohee Kwon, is a vibrant and heartwarming campaign titled "Creating Smiles," designed to highlight the compassionate care at the Dwaine and Cynthia Willett Children's Hospital of Savannah. This multifaceted initiative blends whimsical, child-inspired artwork—featuring colorful crayon drawings of sunny landscapes, houses, families, and playful elements like smiling suns and rainbow pencils—with the hospital's logo, a star emblem in blue accompanied by the tagline in a playful font, to evoke joy, comfort, and positivity.
Physical branding elements include a magazine spread mockup showcasing a child's drawing pinned against a cloudy blue background, surrounded by floating pencils and shavings, emphasizing the hospital's role in fostering happiness. A large urban billboard displays diverse family portraits in crayon style, while a postcard design mirrors this aesthetic for direct mail outreach. A bus stop advertisement integrates a beaming sun illustration with patient testimonials, placed in a city street setting to reach commuters effectively.
On the digital front, the campaign features engaging Instagram assets: a carousel post divided into sections like "Pediatric Care," "Fun Spaces," "New Friends," and "Caring Staff," each with pinned photos of children in hospital settings, overlaid on cloudy skies with pencil motifs. An Instagram Story sequence highlights individual child portraits with uplifting quotes such as "It wasn't painful," "It wasn't scary," "I had so much fun," and "I felt at ease," encouraging interaction. The redesigned website homepage incorporates a banner carousel of these drawings, navigation for services like finding a doctor and patient resources, and a prominent alert system, all under the "Creating Smiles" theme to promote the hospital's new free-standing facility in Southeast Georgia.
