For more than 100 years, Primary Children’s caregivers have set the standard for pediatric specialty care in the Intermountain West. Along the way, we’ve deepened our alignment and teamwork with community-based children’s health services. Every day, we’re getting closer to our goal of building the nation’s model health system for children.
Our united, world-class pediatric services deserve a brand that represents all of us and reflects our full network of resources. So we’ve talked to hundreds of caregivers, patient families, and community members across six states to learn their needs in a pediatric health brand.
We quickly learned children’s health is a passionate, emotional topic for everyone. We also found that perception of our children’s health services, including for Primary Children’s Hospital, are hindered by the lack of a consistent, unifying identity. People often didn’t realize that the expert caregivers and researchers at Primary Children’s, their trusted family care pediatrician, or the team serving children at their local community hospital, are all part of Intermountain Health’s system.
However, as consumers’ awareness of these connections grew, so did their confidence in each step of their child’s care journey. This awareness improved their understanding of our total range of pediatric services, making it simpler to find and access care.
Simply put? We’re better together.
With this information in hand, we crafted a new children’s health logo; one that’s simultaneously familiar and unique. It aligns us with Intermountain Health and signals our dedication to the kids we serve.
We’re excited for our current facilities, such as Primary Children’s Hospital, to adopt this new brand while maintaining the names and identities that our caregivers and consumers have grown to love.
"I'm excited about this fun, new brand and the ways it reflects the innovative work of our thousands of caregivers who serve children," says Katy Welkie, VP of Intermountain Children's Health and CEO of Intermountain Primary Children's Hospital. "The name 'Primary Children's Hospital' isn't going anywhere, and we now have a children's health brand identity that reflects the model health system for children we're building across our expansive service area.”
When we set out to add personality and depth to the brand, we kept coming back to the emotion at the core of so many of our interviews. We partnered with our pediatric behavioral health experts at Wasatch Canyons, who advised how we could best place emotion at the very heart of our brand. The result? A vibrant, unique color palette. A flexible design capable of delighting our youngest patients while resonating with our teens. And the creation of eight, emotion-based characters capable of boundless expression.This brand will help Primary Children’s Hospital and Intermountain Children’s Health be consistent, relatable, and authentic. It’ll also encourage deeper ownership of the many emotions we all experience each day.
Thank you to everyone who shared their time and passions to help inform a concept that’s truly one of a kind in pediatric healthcare.
We’ll launch the brand to the public in early January 2024, with the first new facility signs being installed in February at the Primary Children’s Hospital Larry H. and Gail Miller Family Campus in Lehi.
We want to celebrate this announcement by inviting you to explore our limited-edition products at the Intermountain Children’s Health iStore. You can also download a new Intermountain Children’s Health Teams background.
Our teams are coordinating with leaders to determine when and how this brand will be implemented. If you have any questions, visit our FAQ (Frequently Asked Questions) or email Brand@imail.org.
Contributors
Elizabeth (Lizz) Bizzell, MHA
Marketing and Communications Specialist
Intermountain Health
Abram Jones
Marketing and Communications Manager
Intermountain Children's Health
James Lowe, MS
Marketing and Communications Director
Intermountain Children’s Health