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Brand Identity · MARKETING COLLATERAL · SOCIAL MEDIA
Bloodline: Designing Trust Into Donation
Role
Graphic Designer
Timeline
2 weeks
SKILLS
Brand Identity,
Marketing design,
Visual Identity
DELIVERABLES
Brand identity,
Brand activation
Digital activation
OVERVIEW
A brand built around people
Bloodline is a fictional blood donation organization I designed from the ground up. The whole idea behind it was to make donation feel less scary and more human.Most people hesitate because the whole thing feels cold and medical, and I wanted to change that. I handled everything from the brand identity to the marketing materials, posters, and billboards
BRAND ACTIVATION
Turning Donors into Advocates
To move beyond awareness, I designed campaigns that put faces and voices at the center. Posters and billboards emphasized short, memorable lines. Social templates carried the same system forward with testimonial-driven posts, ensuring recognition across platforms. The donor guidebook and welcome kit created continuity in the physical experience, while other touchpoints carried a consistent visual voice.
BRAND IDENTITY
Balancing Community Warmth with Clinical Trust
REFLECTION
Designing for empathy and trust
Bloodline was one of those projects that actually made me think differently. I went in wanting to make donation feel less scary, but somewhere along the way I realized how much of that fear just comes down to how it's been shown to people for years. When I started designing around the human side of it instead, everything felt different. That's the thing I kept coming back to, if something feels warm and real, people respond to it. This project really showed me that.
back
Brand Identity · MARKETING COLLATERAL · SOCIAL MEDIA
Bloodline: Designing Trust Into Donation
Role
Graphic Designer
Timeline
2 weeks
SKILLS
Brand Identity,
Marketing design,
Visual Identity
DELIVERABLES
Brand identity,
Brand activation
Digital activation
OVERVIEW
A brand built around people
Bloodline is a fictional blood donation organization I designed from the ground up. The whole idea behind it was to make donation feel less scary and more human.Most people hesitate because the whole thing feels cold and medical, and I wanted to change that. I handled everything from the brand identity to the marketing materials, posters, and billboards
BRAND IDENTITY
Balancing Community Warmth with Clinical Trust
I chose Lexend, a highly legible typeface, for its clean forms and readability across scales. The color palette pairs a strong red with neutrals to ground the brand, while introducing calm teal and orange accents to avoid alarmist associations. A grid-based system ensured every layout from donor ID cards to letterheads reinforced order and dependability. Together, these elements communicated Bloodline’s values of trust, clarity, and quiet efficacy
BRAND ACTIVATION
Turning Donors into Advocates
To move beyond awareness, I designed campaigns that put faces and voices at the center. Posters and billboards emphasized short, memorable lines. Social templates carried the same system forward with testimonial-driven posts, ensuring recognition across platforms. The donor guidebook and welcome kit created continuity in the physical experience, while other touchpoints carried a consistent visual voice.
REFLECTION
The market is crowded with “clean” aesthetics but thin on clarity
Bloodline was one of those projects that actually made me think differently. I went in wanting to make donation feel less scary, but somewhere along the way I realized how much of that fear just comes down to how it's been shown to people for years. When I started designing around the human side of it instead, everything felt different. That's the thing I kept coming back to, if something feels warm and real, people respond to it. This project really showed me that.
back
Brand Identity · MARKETING COLLATERAL · SOCIAL MEDIA
Bloodline: Designing Trust Into Donation
Role
Graphic Designer
Timeline
2 weeks
SKILLS
Brand Identity,
Marketing design,
Visual Identity
DELIVERABLES
Brand identity,
Brand activation
Digital activation
OVERVIEW
A brand built around people
Bloodline is a fictional blood donation organization I designed from the ground up. The whole idea behind it was to make donation feel less scary and more human.Most people hesitate because the whole thing feels cold and medical, and I wanted to change that. I handled everything from the brand identity to the marketing materials, posters, and billboards
BRAND IDENTITY
Balancing Community Warmth with Clinical Trust
I chose Lexend, a highly legible typeface, for its clean forms and readability across scales. The color palette pairs a strong red with neutrals to ground the brand, while introducing calm teal and orange accents to avoid alarmist associations. A grid-based system ensured every layout from donor ID cards to letterheads reinforced order and dependability. Together, these elements communicated Bloodline’s values of trust, clarity, and quiet efficacy
BRAND ACTIVATION
Turning Donors into Advocates
To move beyond awareness, I designed campaigns that put faces and voices at the center. Posters and billboards emphasized short, memorable lines. Social templates carried the same system forward with testimonial-driven posts, ensuring recognition across platforms. The donor guidebook and welcome kit created continuity in the physical experience, while other touchpoints carried a consistent visual voice.
REFLECTION
The market is crowded with “clean” aesthetics but thin on clarity
Bloodline was one of those projects that actually made me think differently. I went in wanting to make donation feel less scary, but somewhere along the way I realized how much of that fear just comes down to how it's been shown to people for years. When I started designing around the human side of it instead, everything felt different. That's the thing I kept coming back to, if something feels warm and real, people respond to it. This project really showed me that.