Children's Hospital Central California was growing up. Already known as the 12th largest freestanding children's hospital in the country, they needed a more mature image to fit their vision for the future. They called on Boyd to conduct a comprehensive analysis that resulted in a revamped name and identity, along with a multi-pronged advertising campaign designed to boost awareness and deliver a variety of messages to distinct audience groups. The 12-month campaign consists of full page newspaper ads, billboards, shopping mall kiosks, and :60 radio spots in the media markets of central California. On a corporate level, Boyd created a new hospital capabilities brochure and brand guidelines for application to all communications touchpoints.