LUCILE PACKARD
FOUNDATION
FOR CHILDRENS HEALTH
The Lucile Packard Foundation for Children’s Health had a bold ambition: to modernize its 25-year-old brand while honoring a legacy deeply rooted in family, philanthropy, and children’s health. As the philanthropic partner of Stanford Medicine and Lucile Packard Children’s Hospital Stanford, the Foundation plays a vital role in advancing care, funding research, and supporting policy initiatives that improve the lives of children and families. Our challenge was to create a brand that could match the heart, rigor, and aspiration of that mission.
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Research
Naming
Visual Identity
Brand Standards
Activation
UX Art Direction
LUCILE PACKARD
FOUNDATION
FOR CHILDRENS
HEALTH
This initiative was a rebrand of the 25-year-old Lucile Packard Foundation for Children’s Health in Palo Alto, California. Since 1997, the Foundation has been singularly focused on unlocking philanthropy to transform the health of children and families in our community and around the world.
Innovation in children’s health requires bold ideas and big leaps—and building a new brand for a legacy institution needed to reflect that same spirit of progress. In the logo, a parent and child embrace, reminding us that families are at the heart of this work. The cardinal red and gray color palette honors the Foundation’s enduring relationship with Stanford Medicine and Lucile Packard Children’s Hospital, Stanford. And in its name, the brand pays tribute to one mother’s vision: Lucile Packard’s lifelong commitment to the well-being of children.
APPROACH
Our process began with deep listening. Through workshops and interviews with 108 stakeholders, including donors, board members,
staff, leadership, and gift officers. we surfaced recurring themes, brand tensions, and organizational pain points. From these, we developed strategic Criteria that would serve as a compass for every design
decision ahead.
Rooted in our design thinking methodology, these Criteria helped align internal teams and leadership around key choices—from selecting the final logo to defining how closely the brand should align with Stanford’s identity system. The process was rigorous, collaborative, and tailored to honor the Foundation’s distinct voice and vision.
RESULTS
Rolling out a new brand across a 150-person organization is no small task. To meet the moment with care and creativity, we organized a series of mini-brand launches—one for each department and its leadership team. These 12 sessions became more than presentations; they were conversations, celebrations, and co-creation moments.
Each department received customized assets, tools, and room to adapt the brand within a flexible framework. The result: consistent, on-brand execution across the organization—delivered with delight, creativity, and ownership. Today, the Foundation shows up with confidence and cohesion, ready to lead the next chapter in children’s health.
partner they’ve always been.
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