Showcasing groundbreaking achievements and compassionate care for CHOP
The Children’s Hospital of Philadelphia (CHOP) is one of the oldest and most renowned pediatric hospitals in the United States. As a global leader in pediatric healthcare, CHOP sought to align its digital experience with the same level of excellence they demonstrate in patient care, education, and innovation.
The goal was to create an experience that effectively communicated both CHOP’s groundbreaking scientific achievements and the compassionate care they provide to patients.
CHOP recognized that their current brand had become stale, presenting me with the opportunity to explore fresh creative directions to modernize and expand their identity. During the creative concepting phase, I experimented with various storytelling themes, such as "Possibilities" and "Purpose," before ultimately settling on "Breakthroughs Every Day."
This theme shaped the development of a compelling visual and narrative-driven storytelling approach to highlight CHOP's daily impact. The challenge was to strike a balance between excellence and approachability, ensuring the design maintained a best-in-class aesthetic while also infusing warmth and whimsy—qualities that resonate with families and are essential for a children's hospital.
Customer journeys and wireframes emphasized a patient-first focus, a significant departure from the traditional, doctor-centric approach common in digital healthcare experiences.
The final result was a colorful, warm, and industry-leading experience that successfully modernized CHOP’s digital presence while maintaining their legacy of excellence. Key advancements in CHOP’s reimagined site include:
- A reimagined and expanded brand identity and visual language.
- Advanced location and doctor search with improved user experience
Through this redesign, CHOP now has a digital experience that mirrors the groundbreaking work they do every day, making it easier for families, patients, and caregivers to access the critical information they need.
