For the kids

Created for a Peruvian children’s hospital built by a Dutch NGO, Rejane Dal Bello’s Paz Holandesa identity is endlessly charming


oundation PAZ Holandesa has been working since 2000 to help disadvantaged children in Peru by offering free medical care to their families. In 2006 the organisation began building a children’s hospital in Peru’s second city of Arequipa, and in January 2012 The Tony Molleapaza Rojas Hospital became fully operational. It is named after a boy who was helped by PAZ Holandesa and whose positive attitude proved to be an inspiration to many. Molleapaza Rojas sadly died of cancer in January 2005, aged 11, but his memory went on to inform the visual identity for the new hospital, created by graphic designer Rejane Dal Bello. The main character ‘Paz’ represents Molleapaza Rojas, while other figures are based on various hospital staff (doctor, nurse, technician, cleaner) who helped him during his treatment.

“Since he fought against his disease so bravely, the character needed to evoke hope and strength,” says Dal Bello. “Bold, solid characters and vibrating colours provide power and energy, with the flower acting as a metaphor for growth.” The characters appear across a range of elements, from the hospital’s logo and signage, to wall graphics, stickers and stationery. Dal Bello says that her intention with the pro bono project was to engage the children staying in the hospital in the hope that they would forget their troubles.

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Monddi Design Agency