Program branding: developing and launching an impactful sub-brand
Brand Foundation
The Client
Cascade Regional Blood Services (CRBS) is a nonprofit regional blood center that collects and distributes blood products to hospitals and other health care facilities in Pierce County and south King County, Washington.
The Challenge
CRBS created a new program to increase its blood supply. The program—Automated Blood Donation—would need to be branded with its own logo and wordmark. It needed to be visually identifiable as a program of CRBS, yet needed enough of its own identity to warrant fresh outreach to new and existing donors.
The Solution
By creating a recognizable logo and tagline, supported by a comprehensive suite of collateral, we solidified the program’s relationship with CRBS while still communicating its independent identity.
SERVICES PERFORMED
Brand Foundation
- Positioning
- Logo and wordmark design
- Brand language and messaging
- Brand guide
Brand Awareness
- Printed marketing collateral
- Branded apparel
- Email outreach campaign
- Social media campaign
SERVICES PERFORMED
Brand Awareness
Graphic design
Script writing
Market research
Media planning
Media buying
Brand messaging
The Automated Blood Donation brand was designed to visually align with the CRBS parent brand. This solution was appropriate and effective for this client.
The design utilized a classic blood droplet icon split into three segments and the main design element to represent our blood’s three main components: platelets, plasma, and red blood cells.
The tagline “Do more with your donation” was developed to affirm the value of donating blood and suggest that donors can grow that value with this donation method.
Collateral, a landing page, and an ad campaign were developed to educate donors and promote the program.
If you are planning to launch a new product, program, or division, Sands Costner can help plan your brand strategy and rollout. We’ll start by asking you a few questions; contact us today!