American Red Cross

Project Description

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