SICKKIDS CIRCLE OF CARE

Founded in 1995, the Children’s Circle of Care (CCC) represents a membership of private philanthropists who have each donated $10,000 or more in any calendar year to one of 25 of North America’s premiere children’s hospitals, one of them being Toronto’s Hospital for Sick Children.

As affiliates of the organization, each of the hospitals promotes events and initiatives branded with their own name. For the role of SickKids in the organization, a colour palette and brand look needed to be established that was both appropriate for and visually appealing to the higher-level donor.

We selected a light, cool palette of colours for the communication materials and recommended photography that exhibits happy and relaxed kids – both potential benefits of the donors’ gifts. A clear set of standards then helped to ensure the SickKids CCC brand remains separate from (but a part of) the main SickKids brand story.