BC Children’s Hospital
BC Children’s Hospital Hospitality & Restaurants Committee
Brand Definition, Identity and Creative Strategy
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THE PROJECT: As a volunteer member of the Hospitality and Restaurants Division for four years it was evident to Andy that this division wasn’t getting the recognition they needed in order to take their fundraising goals to the next level. Prior to the 2006/2007 BCCHF fundraising efforts, the Hospitality and Restaurants Division committed to defining its’ Divisions brand and to creating a unique and distinctive identity to rally their efforts behind and help facilitate awareness amongst their Divisions industry partners.
ANDY’S ROLE: As an extra volunteer commitment Andy took the committee and a number of key BC Children’s Hospital stakeholders through a brand definition workshop, including a number of brand and creative exercises. He applied the findings to a well crafted brand definition as well as a set of COR Principles to help guide the division. The language generated from the workshop and articulated in the brand definitions was then applied to the committee’s first graphic identity, ‘Peni’ the penguin, our friendly mascot.
The cheerful new identity has been a huge success among BCCHF staff and children alike. Plans are already underway to create a plush version of ‘Peni’ as a fundraising initiative to be sold in hotels throughout BC.
KEY DELIVERABLES:
> Brand Definition and Guiding Principles
> Graphic Brand identity, colour theory and stationery supports
> Fundraising/marketing materials
> Developing fundraising programs and initiatives
THEIR ENDORSEMENT:
“Andy Maier consulted in developing a unique sub-brand for our Hospitality and Restaurants Division. The new identity and brand definition has received excellent feedback from the Division as well as all levels of staff within the BC Children’s Hospital Foundation. This industry now has a signature look that is unique to BC Children’s Hospital and will be used extensively in brochures and signage in an upcoming provincial cause marketing campaign.”
— Denise Zunker, Philanthropy Coordinator, BC Children’s Hospital Foundation