Hong Kong Children's Hospital

Challenge

Hospitals can be unfamiliar and intimidating environments, particularly for young children. The challenge was to create a brand identity that not only communicates professionalism and trust, but also encourages children to feel curious, supported and emotionally at ease throughout their healthcare journey.

Approach

The identity is built around the Chinese character 「兒」 (child), which forms the foundation of the Hong Kong Children's Hospital logo. The lower half of the character was reimagined as a pair of playful jumping legs, symbolising children's energy, optimism and resilience. This simple visual idea became the foundation of the entire identity system.

Inspired by the playful legs, the concept evolved into four illustrated characters representing Happiness, Kindness, Cure and Hope. These characters appear throughout the hospital across signage, wayfinding, activity cards and everyday touchpoints, creating a consistent and engaging brand experience.

To encourage exploration and reduce the anxiety of an unfamiliar environment, the concept introduces an Adventure Box for young patients. Containing an activity booklet and a magnifying glass, it invites children to discover the four characters hidden throughout the hospital while completing small interactive tasks. The activities encourage curiosity, help children become familiar with their surroundings, promote interaction with other patients, and reinforce feelings of care, support and hope during their hospital stay.