Elizabeth Seton Children’s has a long legacy of serving the children and families of New York—both in health care and education. For over 30 years, they have pioneered the care of medically complex and technology-dependent children. The organization includes the Elizabeth Seton Children’s Center, School and Children's Rehabilitation Center, where they are continuously recognized for providing unsurpassed clinical and rehabilitative care.

The redesign of the organization’s identity and brand visual language posed a particular challenge in that they requested more of an evolution than something entirely new, and in particular, requested to retain their logo concept, a caterpillar affectionately referred to as Betsy. The result was a reinterpreted, simplified, elevated and refined mark and brand system, providing Elizabeth Seton Children’s with a future-forward visual identity.