Research shows that representation in children's media reduces fear and builds resilience, especially in medical settings. Pages for Pediatrics was founded on that principle.    

I designed PFP's original logo in 2021. As the organization grew to include student affiliates at universities across the country, the identity needed to grow with it. The original mark felt unbalanced for where PFP was heading. 

For the logo refresh, I kept the core image of a doctor sitting on an open book, and rebuilt the brand around it to be cleaner, more modern, and scalable across every affiliate.

I designed the brand system to feel bright and welcoming to a child, trustworthy enough to earn a parent's confidence, and flexible enough for all of our nonprofit’s affiliates to use consistently, regardless of where they are.