For The Love Of Us
AMERICAN RED CROSS
Objectives and Description
The American Red Cross consistently had low numbers of minorities
donating blood. A specific blood type was rare among the general
population, though more common among African-Americans.
The shortage was responsible for needless physical hardship and deaths.
The American Red Cross was committed to remedying this dire situation
by reaching more African American donors.
I suggested approaching the target group with the idea of “family.” I created
the logo with a family tree idea, with red rising up the
center of the trunk from the word “love.” The copy is educational, warm
Within six months the blood donations in some communities increased by 23%.
Art Direction, Graphic Design and Illustration