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Centre for Pediatric Emergencies UP


UP Centre for pediatric emergencies is a new (and the first) emergency service to specialize in pediatrics, located outside of a hospital setting. With a team of emergency pediatricians and multidisciplinary medical health experts, UP efficiently supports the frontline emergency system by improving access to emergency services for children and teens.  Tell me more

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We were given the mandate of creating the brand name, its graphics platform, and the clinic’s environmental and interior design. A forward-looking mandate we dove into wholeheartedly, at a time when the healthcare system is both in crisis and overburdened.

The overall creative direction for the clinic aims to present a welcoming yet sophisticated take on the pediatric setting—dispensing of conventional child-related imagery (no animals, no fluff, no rainbows, no puzzles with missing pieces), and instead presenting a futuristic look, with LED details and stainless steel finishes. We created a brand with a soft energy, using a peaceful colour palette with a vibrant touch. The use of wood, curvy geometries, and greenery adds warmth and playfulness to the interior design.

The main welcome area is a naturally lit and uncluttered open space, offering a calm setting for arriving patients. Unlike a common clinic, there is no traditional “reception counter”—a spot that commonly leads to a build-up of frustration, both in overstressed parents and overworked receptionists. Instead, parents and receptionist can discuss side-by-side on loung-y high-tables, while the kids explore books and quirky accessories filling a giant bookshelf.

We had to create an experience that would change the behaviour and perception of Quebecers faced with emergencies—when, for them, “emergency” often goes hand-in-hand with worry, discouragement, and distrust.

We envisioned a pediatric unit that would truly reinvent the way we relate to emergencies. A reassuring space that encapsulates the idea that everything is being handled properly. A simplified process and a child-friendly environment designed to de-dramatize the way children cope with emergencies. An innovative and efficient experience that pushes the boundaries of the administrative procedures of traditional emergencies.


Strategy Sarah Patier
VP, Client Partner Ève-Marie Boutet
Client Partners Catherine Cloutier
Marie-Ève Méthot
Creative Direction Charlène Sepentzis
Copywriting Marie-Laurence Grenier-Trempe
Environmental Design Sarah Tu
Virginie Gagnon
Pediatric emergency physician and co-founder Alexander Sasha Dubrovsky
Chief financial officer and co-founder Steve Omer
Pediatric emergency physician and co-founder Mher Barbarian

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