The Children’s Foundation

Children’s Foundation


Developed in 2019, the Children’s Foundation is the evolution of the Children’s Hospital of Michigan Foundation to include an umbrella marque for the organization. The organization approached DMG to lead the agency through the renaming and brand launch of the Foundation as well as to provide graphic design support as an extension of the Children’s Foundation Team.

Through extensive research, key stakeholder interviews, industry analysis, and competitive review, DMG developed a comprehensive strategy to support the foundation throughout their brand evolution. The campaign and all creative associated was developed both in traditional formats and an interactive website that became a multifaceted website to drive awareness and engage with donors. The programs enlisted a key educational component of giving and a program that was supported with online communications, speaking engagements, and events with initiatives that moved the message.

Today, DMG continues to work with the Children’s Foundation as a natural extension of their marketing team and provides ongoing support for all branding and communications materials.