Canadian Blood Services is a non-profit organization in Canada that is nationally responsible for a secure system of life essential products, and reliable transfusion and transplanation services. As a non-profit, the organization also ensures that these services are accessible and sustainable.
In May 2025, CBS embarked on a brand evolution — hoping to achieve a larger sustained donor base in Canada — assisted by increased operational prescence and establishing their mission in the minds and hearts of Canadians. This goal was realized under the brand platform "Who's Saving Who?" where Canadian Blood Services asked the public to experience what they get when they give.
All assets presented were created while I was a part of their creative team, I contributed to a collective effort, between multiple writers, designers, and leads, to evolve the organization's visual communication and marketing strategy.
In the lead-up to the intial launch of "Who's Saving Who?" , I was a part of the team responsible for ensuring our internal and public-facing materials reflected CBS's brand evolution. We wanted these materials to be identifiable with our legacy brand, while still showing clear growth and a distinction in the modern goal CBS had set out on.
Select brand elements were established by the marketing agency, Diamond. I worked with these assets in collaboration with my creative lead and brand managers to ensure we met operational needs with
these assets.
This resulted in creation and updates of Out-of-Home matierials, reports, presentation decks, social media, paid ad campaigns, digital screens, and partnership material — as well as donor centre material such
as, banners, stickers, pamphlets, buttons, and print selfie signs.
As these assets and the brand platform were launched, Canadian Blood Services saw an increase in donations which raised our national average of first-time donors four times. With a fourty percent spike in donations — the launch of this brand platform was integral to CBS meeting their intial donation goals.
Due to my work as a part of our Creative team, we were able to establish this brand evolution seamlessly into our donor centres, offices, and external facing sites.
The Fall campaign allowed us show our comfort with the brand evolution of CBS, and push it to market specific audiences.
"The Fall Get Together" spoke directly to young people, students and young professionals alike, and asked them to experience the community and fulfillment of donating with their friends.
This served the operational need of encouraging younger demographics to start donating, and ultimately, become habitual donors — ensuring that Canada has continued sustainability in their lifeline.
The Winter campaign opened the door to an exciting opportunity to work with Air Canada. We focused messaging of this campaign on "getting away" from the winter blues, and getting a warm feeling from donating.
To further encourage donations at this time, a dual-promotion was arranged by CBS with Air Canada — Allowing for the organization to award a trip abroad to a lucky individual who scheduled a donation appointment over the winter.
The layouts for these pieces proved challenging — As we needed to fit a long amount of legal text regarding the giveaway, and adhere to established guidelines for Air Canada's brand.
Despite these challenges, these assets came out clean, held a consistent visual style, and helped in driving another spike in donations.
