Project Description

For The Love Of Us


Objectives and Description:
The American Red Cross consistently had
low numbers of minorities
donating blood.
A specific blood type was rare among the
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

and inspirational.

Within six months the blood donations in
some communities increased by 23%.

Creative Services:
Art Direction, graphic design and illustration