UCSF Benioff Children’s Hospital Foundation Brought New Energy to Its Brand and Strengthened its Future

What we did



UCSF Benioff Children’s Hospitals Foundation reached out to the San Francisco based creative technology agency, Molly Duggan Associates, to provide services for their Brand Refresh. The organization was going through a transformation bringing Oakland and San Francisco Children’s Hospitals together under one united brand that reflected a culture of caring, healing, teaching, and discovering. 

The Goal

In doing so, UCSF Benioff Children’s Hospitals Foundation sought to refresh its brand and reach those audiences who will invest in transforming lives. The organization needed an experienced partner capable of bringing new energy to the brand while simplifying, streamlining, and establishing new design standards.


UCSF Benioff Children’s Hospitals Foundation has a new affiliation with UCSF. The organization’s brand identity and the brand system needed to work cohesively with existing UCSF branding while better uniting the children’s hospitals across the bay. Our efforts included leveraging the brand work to date and developing key elements to that brand style in a way that expresses the unique nature of the philanthropic arm of the organization.


Working closely with the UCSF Benioff Marketing team Molly Duggan conducted a brand audit, stakeholder interviews, and a brand workshop to help define the brand positioning and strategy.

The primary objective of the Branding Workshop is to align the company brand strategy to our aspirational goals. The intelligence gathered from the workshop helps to define how UCSF Benioff Children’s Hospitals Foundation should be perceived in a way that is simple, strong, and true.

The resulting brand positioning options for UCSF Benioff Children’s Hospitals Foundation build a robust brand framework comprising Core Values, Brand Promise, Key Attributes, and Personality that will inform the brand expression.

The intelligence gathered is refined and distilled into core deliverables. The effort yielded a robust, dynamic brand framework and an approachable Brand Tool Kit Including refined positioning, messaging, visual elements, secondary palette, iconography, Illustrations, newsletter, notecard, presentation deck design, branded memo/agenda layout, event invites, branded name tags, proposal templates, fact sheet templates, and photography.

Working with stakeholders at UCSF Benioff Children’s Hospital, we assessed the existing brand elements and determine what enhancements are necessary to reflect better UCSF Benioff Children’s Hospital Foundation’s essence, values, and mission, when experienced by your internal and external audiences.” — Molly Duggan

Client Summary

For nearly 100 years, UCSF Benioff Children’s Hospitals has been delivering exceptional medical care to children from all regions of California. Parents choose Benioff Children’s Hospital because we have the best trained and most experienced specialists and because of the genuine passion with which we treat every child.

Patients and families can expect a better outcome when the treatment team includes sub-specialty, fellowship-trained physicians covering over 30 pediatric specialties. UCSF Benioff Children’s Hospitals care for tens of thousands of children each year. This means more experience, which means quality care and better outcomes.


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