Children's Health is serious business. It’s not balloons, crayons, and rainbows. It’s real, complex, and human. Health is full of emotion.
No matter the reason why a child goes to the hospital, it is always an emotional journey. Emotions run high, when they visit the hospital, they can feel anxious when they arrive, scared when they being examined and relieved when they are treated. However they feel, its an emotional journey.
The system features a set of bespoke, core emotions that acknowledges, embraces and validates how little patients feel during their journey.
How do we partner with emotions: We make them visible and ownable.
The system acknowledges the 8 core emotions: Anger, Happy, Love, Disgust, Hopeful, Sad, Surprise and Fear, and embraces them. Our proprietary set of characters turned these characters in to mascots and companions during kids stays. Creating a system that flexes to connect across children’s wide age range.
The key elements of the toolbox are mapped across a spectrum that helps design teams choose age appropriate design elements. This ensures we can connect across audiences cohesively but using an age appropriate visual language.
Emotion characters target smaller children, become more abstract as age goes up.
The brand system flexes to deliver to an older and much harder to reach audience: teenagers
Leaning into the more abstract elements of the toolbox, and relying on messaging for a literate audience, the system flexes to connect with tween and teen patients . The journey below was created for Intermountain Children’s Behavioral health facility.
Using our abstract pattern with other elements of our system, we created a brand experience that elevates key touchpoints for mental health recovery such as: The welcome desk at the Mental health facility, the gym which is crucial for treatment, a notebook essential for journaling, and other touchpoints to improve their experience during their stay and treatment period at the center.
