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Location: Columbus, Indiana
We started with a dynamic color palette to evoke children's natural enthusiasm, moving away from hospital sterility toward the idea that good health is vibrant and holistic. The new logo depicts a universally recognizable symbol—the stethoscope—recalling the childhood thrill of hearing your own heartbeat.
The design subtly hints at how Northside practitioners truly listen to their patients. Despite the radical redesign, the logo maintains echoes of the original by forming the shape of a heart, preserving the love implied in the old design. The playful, lowercase sans serif wordmark reinforces how visiting the doctor can feel safe, welcoming, and even fun.
The logo was just the beginning. We redesigned Northside’s website to prioritize what families need most: easy access to provider bios (each paired with friendly cartoon illustrations), quick scheduling instructions, milestone-focused blog posts, and a centralized forms page to streamline registration. Throughout the site, bright colors suggest that doctor visits can be exciting.
Because they were designing their new building, we seized the opportunity to transform the physical space. Instead of pale medical grays, we brought bright blue and green to all ADA-compliant signage, ensuring waiting areas felt non-threatening and comfortable to all visitors.
We also created cheerful branded collateral: staff nametags showing each person's role, playful birthday mailers for patients, appointment reminder cards, and even fun merchandise—bright staff t-shirts and adorable onesies and bibs for kids. These creative touchpoints transform pediatric visits into joyful experiences.
Every interaction now reflects Northside's essence: playful, caring, and wholeheartedly trusted. From signs to website, families encounter a warm brand that eases anxieties, invites joy, and communicates care at every step.
