More Than a New Look: CHA's New Brand Reflects Our Commitment to Children

At the Children’s Hospital Association (CHA), we’ve always believed children are the key to our future. They are tomorrow’s leaders, innovators, and problem-solvers.

But today, children’s health faces unprecedented challenges — from mental health crises and workforce shortages to threats against Medicaid.

In this time of uncertainty, we knew it was time to do more than respond. It was time to lead.

A moment that demands boldness

This isn’t just a new logo or color palette. It’s a bold new identity that reflects our renewed commitment to making children’s health a national priority. It’s a strategic shift designed to unify our voice, amplify our impact, and drive informed, actionable progress for every child in every community.

The decision to rebrand wasn’t made lightly. Over the past year, CHA’s executive leaders and Board of Trustees have worked in tandem to gauge who we are, what we stand for, and how we can better serve our members and the millions of children they serve.

Children’s hospitals are facing financial pressures, workforce burnout, and policy threats that jeopardize access to care. And despite being the foundation of our nation’s future, children’s health is often sidelined in national conversations.

In short, we’re at an inflection point. And we’re choosing to meet it with clarity, courage, and conviction.

Our purpose, mission, and vision

At the heart of our rebrand is a new strategic framework that defines our identity and guides our work:

• Purpose: Children are the key to our future.
• Mission: To drive informed and actionable progress for children’s health.
• Vision: Children’s health is a national priority.
• Position: CHA is the nation’s leading advocate for children’s health, uniting children’s hospitals to improve care and amplify impact.

These aren’t just words on a page. They’re the foundation of everything we do — from our advocacy on Capitol Hill to our data-driven benchmarking, collaborative networks, and public awareness campaigns.

Values that reflect who we are

Our rebrand also introduces a set of values that reflect our association’s employee culture and aspirations:

1. We live our why. Our work is rooted in purpose and driven by passion.
2. We thrive through understanding. We listen, learn, and lead with empathy.
3. We are in it together. Collaboration is our strength.
4. We deliver what matters. We focus on impact, not just intention.

These values are more than internal guideposts. They’re a promise to our members, partners, and the families we all serve.

Leading the national conversation

With our new identity, CHA is stepping into a more visible leadership role for children's health.

We’re not just supporting children’s hospitals — we’re equipping them to lead. We’re giving them the data, insights, and networks they need to unify perspectives, inform decisions, and drive progress.

Whether it’s advocating for Medicaid protections, addressing pediatric mental health, or advancing gun safety education, CHA is bringing pediatric-specific expertise to the forefront of national policy.

We’re working to erase gaps in access, ensuring children’s hospitals have the tools they need to thrive.

What’s next

We unveiled the rebrand this week at our Annual Leadership Conference, where we shared our new look, messaging, and strategic direction with members and partners.

But this is just the beginning.

We’re updating our digital platforms, social media presence, and member resources to reflect our new identity.

And we’re continuing to listen — to our members, our staff, and the communities we serve — to ensure our brand evolves with purpose and integrity.

Join us

We invite you to join us on this journey. Whether you’re a hospital leader, a policymaker, a parent, or a passionate advocate, your voice matters.

Together, we can elevate children’s health to where it belongs: at the center of every conversation about care, policy, and progress.

Because when we put kids first, everything else follows.

Learn more about our new brand.