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Mary Bridge Children’s Hospital has been providing world-class pediatric care in the Puget Sound region since 1955. They partnered with Stoke to strengthen their brand position, find a clear voice, expand their market presence, and share their mighty spirit of compassionate care with the world.

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Background 

Mary Bridge Children’s was born from the love and perseverance of a group of dedicated women in the South Puget Sound region. Key funding for the hospital was provided by Dr. Albert Bridge, whose mother was one of these pioneering women. And so the hospital was named in her honor.

Today, Mary Bridge has grown into a comprehensive regional network of health services for children, from primary care to emergency services, inpatient facilities, and outpatient specialty clinics.

Challenge 

As the Pacific Northwest population has surged, Mary Bridge has grown in clinical capacity and medical specialization. However, the Puget Sound region is globally distinguished for the quality and advancement of medical care, education and research. This meant Mary Bridge Children’s was both compelled and challenged to clearly define its place in the healthcare landscape.    

As clinical protocols and medical technologies advance, therapies and procedures that once required patients to travel long distances can now be offered nearly anywhere. Illnesses and diseases that were once fatal to children can now be treated over time with vigilant local monitoring and case management. Great care has come closer to home.

Research indicated that the Mary Bridge Children’s brand had become dormant, and needed to assert its role, capacity and commitment to deliver exceptional pediatric care – including 1,000+ professionals, quality leadership in advanced specialties, and a vast care network with two pediatric urgent care clinics and 18 specialty care clinics. 

Outcome 

The challenge to every brand is to be authentic. True to itself. 

While Mary Bridge Children’s isn’t the largest facility, and doesn’t have every possible quaternary specialty, it has a vital and distinct clinical culture. And in modern healthcare – where care protocols are increasingly shared across hospitals and providers – culture is a significant source of strategic competitive advantage.  

Research revealed that for patients and families, Mary Bridge Children’s is more than a place. It is defined by a culture of unbroken caregiving, knowing that this community’s boundless love for children is expressed at the level of the individual patient – not just the size and scale of its institutions. With an indomitable spirit, Mary Bridge Children’s rises to the challenge and opportunity for every child. Exhibiting tenacity and compassion, and bound by the camaraderie of team, Mary Bridge fiercely defends each individual child and their family from the injustice of childhood illness, injury and disease.

Thus, its brand position: The Mightiest Healthcare Community for Kids.

Asserting this bold commitment, Stoke refined the logo mark and developed a comprehensive visual identity, naming and messaging system. The program was extended to include advertising, wayfinding, web/digital and print collateral. 

A new tagline, “Inspired by Possible,” speaks to the sense of optimism and strength that Mary Bridge brings to the promise of rapid advances in pediatric care.  

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Service:

Brand Design
Brand Strategy
Research

Industry:

Healthcare
Institutional
Nonprofit