We Are Blood
Bonding with the locals.
The Blood Center of Central Texas was at a crossroads. Facing growing competition from national blood donation organizations, they had to make a change or risk irrelevancy. They needed a way to differentiate themselves while reinforcing the value of giving blood locally. To call someone “blood” is simply another way to call them “family.” Playing off that, we created a new name that highlights their deep connection to the people of Central Texas and a visual identity that pays homage to their 60-year history in the local community.
Strategy & Positioning
Naming
Narrative
Visual Identity
Advertising
GETTING TO THE HEART OF THE MATTER
We began the process of rebranding an Austin institution by gathering 30 people from their team for a Blitz meeting at another Austin institution—The High Road. There, we collectively defined the challenge and revealed the organization’s deep sense of responsibility for the local community.
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