Hopes & Dreams: Reimagining a Children’s Hospital Magazine

As one of the largest children’s hospitals in the country, hundreds of thousands of kids (and their parents) rely on Phoenix Children’s Hospital every year for life-saving care. The hospital is the only children’s hospital recognized by U.S. News & World Report with rankings in all 10 specialties — and it’s right in our backyard.

Starting with the Fall 2015 issue, Casual Astronaut partnered with the Phoenix Children’s Hospital Foundation to update its biannual publication, Hopes & Dreams. The publication’s goal is to raise awareness, build interest and drive revenue. However, Hopes & Dreams lacked consistency and did not connect to the overall branding of the foundation or hospital — one of the most prestigious children’s hospitals in the country.

We helped foundation staff develop a magazine-style editorial approach to the publication, with consistent conventions around the cover, departments and feature well. In addition, we created a new design identity that carries throughout each issue and translates to off-page implementations in the hospital and elsewhere.

We like to think the images speak for themselves. But in case you want to know more, here’s how we helped transform Hopes & Dreams:


Putting an (adorable) human face on the hospital’s accomplishments
It’s tempting to tout staff, facilities and technological prowess, but nothing embodies the success of a children’s hospital like a happy, healthy child. Casual Astronaut redesigned the cover of Hopes & Dreams to provide an
 appealing, direct way to showcase these success stories.


Appealing, short and effective
Casual Astronaut introduced “In Brief,” a user-friendly department designed to tell prospective donors about recent hospital accolades, upcoming events and hospital campaigns.


An important initiative, stylishly presented
Instead of simply presenting patient testimonials, this cover story highlights the foundation’s most-pressing initiative: expanding its emergency department. The engaging spread weaves in patient
stories and infographics to capture reader interest and encourage action.

Is it time to rethink your publication strategy? We’d love to chat!

Phoenix Children’s Hospital Foundation

Reimagining Hopes & Dreams, their biannual publication

Casual Astronaut helps brands develop deeper and more meaningful relationships with their customers.