children’s miracle network
People know the balloon from Costco and IHOP checkouts. Nearly $10 billion raised since 1983, mostly $1 at a time, for 170 children's hospitals across North America. But ask someone what Children's Miracle Network actually does, and you get blank stares.
They had recognition without understanding. Sub-brands like Dance Marathon, Extra Life, and Play Yellow existed with no clear hierarchy and no consistent hero voice tying it all together.
So we built the brand identity system from scratch: messaging, pillars, architecture, and comprehensive guidelines. We gave them a voice — basically Leslie Knope meets Dolly Parton.
Then we brought it to life with videos: an animated explainer and a brand film, The Miracle is the Network. The idea? Miracles aren't just medical interventions. They're students dancing marathons, gamers fundraising, golfers playing yellow — all raising money for local kids.
The miracle is the network. We just helped them say it.
brought to life by a team that cried at every hospital visit:
agency: Edelman
ecd: Izzy Debellis
strategy director: John Boles
sr cw: Laura Walsh
design: Adri Ramdeane
production partner: Cowboy Bear Ninja