When we first were embarked on this site redesign, Children's Memorial was rebranding and building a new hospital in the heart of Chicago. Through research, we knew two very important things about the female, mother audience of this site. One, during their child's care, they needed quick access to doctors and care information. And, two, after their care was complete, they believed in and financially supported the health and well being of children through this institution.
This resulting concept used a positive message with a clean feel and clearly defined user flow to show Children's mission– high-quality childhood.