Making Lifeblood impossible to ignore

Context

Demand for blood is at a 12-year high. Record levels of plasma are needed. The challenge is clear: Lifeblood must keep the donations flowing. So, 7 years after we helped them rebrand to Lifeblood, they turned to us once again. This time, to help inspire a movement.  

Challenge

Our task was to refresh the brand strategy, identity and voice to align with their newly launched 2027 strategy and aspiration: to create a movement of donors and make donation a recognised, respected, and widespread part of Australian identity.

Solution

We needed to position Lifeblood as a trusted health leader and inspiring community force. To do this, we set out to completely revitalise the brand by giving it a full of life personality that would make Lifeblood, and its aspiration, impossible to ignore.

From donors to governments, Lifeblood’s new expression needed to speak to vastly different audiences. So, we created a flexible system that stretched from vibrant colours, emotive photography and playful illustrations to a more subdued palette with clinical imagery.

Their new voice had the same stretch built in too. Gut-wrenching to heart-warming, inspiring to professional, now Lifeblood’s new full of life personality could adapt to any moment, appropriately.

We also developed their new sonic identity, featuring the energy of a catchy finger click. And a donation device brand marker, inspired by donation bandages and the Red Cross emblem.

Real-life outcomes

The refreshed brand identity and strategy were brought to life by Lifeblood’s agency partners, M+C Saatchi, through the national ‘Life is the reason’ campaign.

This combined effort has led to:

• Surpassing the goal of 100,000 new donors
• Being on track to reach 107,000 new donors by the end of June 2025
• A 4% increase in donor motivation, helping move people from interest to action