Design Identity 

My goal was to simplify St Jude’s well-known logo while retaining its trusted and meaningful brand attributes. I chose a playful and contrasting color palette that will visually lift the spirits of families in the hospital’s specialized care. The child motif was created to highlight the younger patients and to put an emphasis on pediatric care. Because the existing tagline “Finding Cures, Saving Children” is so iconic, it was imperative to keep it within the new design. With childhood cancer being a difficult and complicated topic, I used silhouetted and brightly colored houses, sun, and patterns to communicate the idea that St. Jude is home to hope and wellness.