Adored French children’s hospital undergoes extensive rebrand
Lenval, a private, non-profit hospital in Nice which specialises in paediatrics, child psychiatry and medical social services, sought a complete rebrand. Hoping to redesign the brand to match the healthcare provider’s ambitions of addressing extensive societal challenges, local brand creation and strategy agency BrandSilver was responsible for visuals, language and audio elements.
The institution has had a long and colourful history since its founding in 1888. Fleeing the Russian Empire pogroms in the latter part of the 19th century, Polish industrialist Léon Wladyslas Loewenstein moved his family to Nice. Just two years later, his son Léon died of appendicitis due to lack of appropriate paediatric care, leading Baron de Lenval to creating a hospital which supported disadvantaged children in his new home town.
The hospital has experienced highs and lows in recent years, from Angelina Jolie giving birth to twins on-site in 2008 to the Lenval team being on the front line of the infamous 2016 Nice terrorist attack which killed 86 people, including 15 children.
In recent years the institution has unveiled Cap25, an ambitious project which hopes to address the challenges of children and adolescent healthcare. The project, amongst other aims, hopes to design the paediatric hospital of the future and integrate digital innovation into daily operations.
On the back of these changes, a modern brand identity was required which could also honor its heritage. BrandSilver co-founders Sophie Roux and Claude Gottlieb worked closely with Lenval stakeholders (including management, staff, board of directors, support committees and donors) in order to define the new brand strategy and creative direction.
The agency, recognising the emotional value, decided to unify all the brand's establishments and areas of expertise under one singular name: Lenval. BrandSilver also designed a new colour palette based on the vibrant colours of the hospital’s stained-glass windows on its south façade, further playing on the brand’s historical and physical roots.
Ronan Dubois, CEO of Lenval, and Jean-François Comas, chairman of the board of directors, say, "Our new brand identity reflects and supports the development dynamics embraced by our community. It underscores and embodies the renewed promise we make to child and family users, our fellow citizens, our generous donors, and all our supporters to ensure access to the best care, treatment, advice, and support in their daily lives for all the children and young individuals entrusted to us.
“Working at Lenval is a profound commitment. We care for and treat children, we can’t cheat. Our commitment is total, and the demands for performance and success are high. Our new identity supports this ambition."
The new brand identity is expected to be rolled out progressively throughout 2023.
