Project:
For The Love Of Us

Client:
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
and inspirational.

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

Creative Services:
Art Direction, graphic design and illustration