Illustrating Extraordinary Care

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THE PLAN: Cincinnati Children’s is one of the top pediatric healthcare centers in the country, but they didn’t have an Employer Brand or Employee Value Proposition to match the incredible work happening inside their walls. They partnered with LaineGabriel to uncover their internal voice; the energy, pride, and purpose felt across their teams and translate it into a brand employees could see themselves in. 

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THE GOAL: Define and launch an EVP and Employer Brand that clearly communicates why Cincinnati Children’s is an exceptional place to work and to deliver care. This meant engaging leadership, listening deeply to employees through focus groups, and understanding the competitive landscape to shape an authentic and inspiring direction.

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The best for a reason: our people.

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THE PLAYBOOK: We began by developing employee personas that reflected the diverse internal audiences who make Cincinnati Children’s extraordinary. Competitive analysis helped us identify what truly sets them apart and where their opportunity areas lie. With personas and EVP in hand, the Employer Brand came to life, celebrating the unique individuals who choose Cincinnati Children’s as their professional home and ensuring employees could literally “see themselves” in the work.

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THE RESULTS: LaineGabriel created the organization’s first EVP and Employer Brand, ushering in a new era of internal awareness and pride. The EVP “The best for a reason: our people.”  centered the brand on the heart of their mission: the employees who bring world-class care to life. Core beliefs around diversity, equity, and inclusion shaped every element of the brand, embracing who they are today and who they aspire to be; a place where everyone feels welcome, safe, valued, and respected.

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Visually, the brand bursts with child-like wonder: bright, brand-inspired backgrounds paired with 2D illustrated props reminiscent of children’s books. It’s playful, heartfelt, and unmistakably Cincinnati Children’s. Upon launch, employees immediately embraced the new Employer Brand, showing up, participating, and celebrating an identity that finally reflected their own.