Medical University of South Carolina needed a new brand identity for their pediatric services that could incorporate both inpatient services offered at MUSC Children’s Hospital and several outpatient locations across the low country. The new brand identity also needed to directly tie pediatric services to the master brand, MUSC Health.

The solution is a sophisticated, yet playful brand identity system that use multiple silhouettes of children along with more child-like colors and and a friendly font. While the silhouettes provide flexibility for the brand identity system, each evokes the sense of wonder and imagination common to all young children.

The final result was a brand identity with a strong visual attachment to the MUSC Health master brand, but also clearly demonstrated a special focus on taking care of kids.