# Phoenix Children’s

> At the brand level, we tapped into not only what Phoenix Children’s does but also the way they do it.

- Canonical URL: https://abccreative.com/work/phoenix-childrens
- Markdown URL: https://abccreative.com/work/phoenix-childrens.md
- Capabilities: Branding and Design, Marketing and Advertising, Paid Media, Digital Marketing, Video Production
- Hubs: Health
- Industries: Professional

## Tagline

How We Transformed a Brand into a Movement

## Intro

Phoenix Children’s is the leading pediatric health system in the Southwest—and one of the fastest-growing in the U.S. They are renowned for delivering exceptional care, education and innovation to the children and families of the communities they serve. Phoenix Children’s came to us with a shiny new logo and a request to help them bring their newly developed brand promise/positioning to market in the form of a breakthrough branding campaign. But the campaign also had to be flexible enough to support service-line marketing, new hospital openings and even their 40th anniversary celebration. It needed to be big. It had to be robust. And it absolutely had to convey the energy they bring to all they do.

## Strategy

At the brand level, we tapped into not only what Phoenix Children’s does but also the way they do it. Care is delivered with genuine optimism and passion. It’s something visible in every single member of the staff, in every patient interaction and in the way Phoenix Children’s is continually expanding to meet the growing needs of the patients in the community. Capturing this passion and enthusiasm was central to the creation of the Big Energy launch campaign.

Big Energy is a bold celebration of life and the vibrancy of youth. It is an expression of the big energy Phoenix Children’s brings to the pursuit of hope, healing and the delivery of exceptional care. The campaign set the tone for Phoenix Children’s as the preeminent health system in the region—and set the table for successive service-line and grand-opening marketing initiatives.

## Success

This rebranding created a unified look and feel that successfully set the health system up for the opening of two new hospitals in 2024 and 2025. The brand-awareness campaign exceeded all streaming and viewing benchmarks, including a 95% online view-through-completion rate.