Brand Narrative

A brand is much more than a logo. Our brand is an experience that every person, whether parent or child, team member or community member feels when they interact with us. Our brand narrative sets the stage for the Children’s Hospital of Richmond at VCU brand.

We nurture the champion in every child.
We fight the forces that threaten them—
however complex the condition or elusive the cure.
We build communities of wellness.
To heal the hurt of broken bones,
broken hopes and broken systems.
We practice with rigor and love,
to restore young bodies, minds and spirits
with the tenacity to take on the world.
Only to find their spirit compels us
to care in ways that overcome the impossible.

Brand Positioning

A positioning statement expresses how our brand fills a need in a way our competitors can’t. It is an internal tool to guide all external communication.

The basic elements are:

Kids are unstoppable. Our mission is to help them stay that way.
From casts to cancer, from simple to complex, we are unconditionally
committed to nurturing the champion in every child.

For those who believe that every child has a right to wellness, Children’s Hospital of Richmond at VCU combines award-winning research, education and clinical care with an uncanny understanding of what makes kids tick. Giving every child in our growing community a chance to heal, recover and celebrate their superpowers.

Brand Tagline

Our tagline summarizes what our brand is about into a succinct sentence. It is not just something we say — it is something we strive to deliver on, every single day.

Unconditionally committed to nurturing the champion in every child 

Experience Principles

Our experience principles provide context for how each of us should live our brand. They provide direction for the behaviors we should each strive for, to ensure we are delivering the best possible experience for our patients and their families.

Celebration of Strength

From the jarring experience of a first throat culture, to the drawn-out slog of chemotherapy – our patients endure experiences that demand courage beyond their years. 

Celebration of Strength is about creating rituals that acknowledge those moments where a child’s inner champion shines through. It calls for us to tend to the state of their spirits, to inspire courage, to promote their will to be well and to show our admiration for the hero they are.

A Dose of Fun

We know that what makes kids smile can also help them heal. Sometimes playing or dancing is the best medicine we can offer.

Administering A Dose of Fun means delivering an experience that families look forward to, giving parents an opportunity to shake off the stress, and patients a chance to remember what it’s like to be a kid again.

Empowering Perspective

The phrase “knowledge is power” is never more true than in the field of health. For students pursuing a command of medicine, researchers confronting the unknown and parents experiencing a paralyzing sense of helplessness.

Empowering Perspective calls us to be a leading resource for our community’s pediatric practices. It’s an understanding that our goal in educating is helping people gain power in areas where they were previously helpless. Whether assisting fellow physicians or helping moms and dads take back the reins of their lives, we use knowledge to nurture the champion inside of everyone we serve.

Family That Fights for You

As health care grows increasingly complex, patient experiences become cold and chaotic. Families are forced to navigate unfamiliar processes, coordinate appointments and fend for themselves in the fight for their kid’s health.

A Family That Fights for You requires us to act with uncompromising empathy, as if every kid were our very own. We champion the needs of our families against the challenges of our industry, easing their burden and ensuring them that they’re not alone.

Healing Connections

Children’s Hospital of Richmond at VCU lives on a fault line. Between illness and wellness, rich and poor, between people who need support and those compelled to give it. Building bridges across these gaps is something we are uniquely positioned to do.

Healing connections forces us to confront the broken elements of our experience and fix them for good. It pushes us to play a bigger part in connecting families with those who can provide support through shared experiences. It inspires us to ask how a community fractured by race, class and culture, can come together to rally around its children.

Brand Personality

Personality Traits

These four personality traits personify our brand, and come through in our language, tone and how we treat others.

Compassionately Candid

We hold hands. We dry tears. But we don’t mince words, paper over our patient’s emotions or sugar coat the tough stuff. We embrace the journey, the trials, the challenges, because that’s what our families need from us. And doing so makes the triumphs all the sweeter.

We are: Warm, Honest, Straightforward
We are never: Detached, Disingenuous, Sappy

Purposefully Playful

When it comes to children’s health, play is serious business. So we employ a strategic dose of levity to lift spirits and heal families in times of storm or stress.

We are: Fun, Familial, Whimsical
We are never: Distracting, Silly, Frivolous

Artfully Insightful

Educating a community as diverse as ours requires more than presenting information in black and white. You have to share colorful stories, and break complex concepts into compelling, kid-friendly bits. Sometimes it’s just as simple as letting our patients speak for themselves.

We are: Clever, Concise, Inclusive
We are never: Dry, Academic, Patronizing

Unconditionally Confident

Our kids shine even in the most difficult circumstances, refusing to let their conditions compromise their can-do spirit. We reflect their brilliant resilience and beam it out for the world to see. We’re more than a cheerleader, we get in the game with our families to deliver the charge they need to overcome any odds.

We are: Determined, Encouraging, Bold
We are never: Arrogant, Apologetic, Timid

Our Character

Our character is who our brand would be if it were a person. Whether creating a verbal, visual or experiential expression of our brand, first ask “What Would Doc Moxie Do?” and consider our four defining personality traits.

Meet Doc Moxie


Doc Moxie’s duty is to make kids feel strong—inside and out—and families feel comfortable and confident in any situation. She celebrates their victories, gives them courage in times of distress and sneaks inspiration into unexpected places.
 
Doc Moxie isn’t just a medical whiz. She’s a practitioner in the power of positive thinking. She’s inclusive but decisive, leading by example while encouraging others to join her at the front of the line.

Her personal touch and refreshing perspective draws out the champion in every child. Transforming an experience that’s often confusing, stressful and scary into one that feels much more meaningful, fun and inspiring.