Supporting hatching families from incubation through adolescence
As Bozeman's largest independent pediatric healthcare provider, HATCH! sought a competitive brand strategy that would appeal to new and expecting parents throughout the Gallatin Valley.
Hatch! Pediatrics
Identity / Integrated Advertising / Illustration
With a mission to promote healthy lifestyles and compassionate care to patients, families, and the community at large, HATCH! needed a brand identity that reflected those values while differentiating it from other regional providers. Massive's campaign infused the company with the very soul of childhood. The logo is encased in a daydreamy cloud. Advertising materials and website content spill forth playful felt-fabric scenes featuring real-life babies in various states of adventure, paired with memorably clever one-liners intent on smiles. Colors are bright in each of the little felt worlds, alive with imagination. The tone is ebullient, the identity radiant with health and play and hope.
Massive's advertising campaign targeted new and expecting parents — particularly prior to the birth of a first child — seizing a window of opportunity to anchor the HATCH! brand into a family from its inception. Each felt-scene advertisement, mailer, and note feels unique and personal, as original as the child the family will soon welcome. The imagery, voice, and color schemes carry across all market outlets, digital and traditional, and are heavily employed throughout HATCH!'s social media. Highly successful, the revitalized brand has secured HATCH!'s place as a leader in pediatric care to this day.
Massive created a sweeping visual language for HATCH!, complete with vibrant graphic elements and a whimsical crew of chubby-thighed babes gone wild. The visual language is soft and gentle, like a newborn baby. The felt-stitch illustrations call to mind a grandmother’s handmade doll or a craft project carefully constructed in kindergarten.
