About the Brand

The Salvadoran Association of Altruistic Blood Donors is a non-profit organization dedicated to promoting altruistic blood donation nationwide through various blood banks. They actively organize donation drives in private companies, higher education centers, religious communities, among others. For all these efforts, they continually seek the help of young volunteers for this social cause.

Issue

Part of ASDAS’s objectives focused on improving their communication campaigns and outreach to various sectors, including donors and volunteers. However, this required first refreshing their visual identity to not only convey the seriousness of the association but also to maintain a consistent and coherent level of communication across digital and print media. This approach aimed not only to attract more attention from a local audience and provide a communication toolkit for their volunteers but also to establish a brand presence that would facilitate international fundraising efforts to continue financing their campaigns.

Solution

We first worked on its visual identity based on its previous logo, which was based on a hand holding a drop of blood as a symbol of altruism to others. The previous logo was oversaturated and its essence was extracted in order to achieve an isotype that was easy to remember and easy to apply to different types of surfaces and promotional materials, both for donors and volunteers. At the same stage, a basic brand manual was developed to reflect the use of the new identity for the association’s team.

Once the new image was validated, we proceeded to a content plan through networks based on the topics that wanted to be addressed and then continued with the design of publications in various formats, including the work of digital frames for donor profile photos and digital frames for live transmissions of Facebook live for use in the congresses that the association participated in.

Another part of this project consisted in the creation of a web page that could serve as an aid for all those interested in joining ASDAS, for this purpose it was decided to create an interactive form module that could replace the manual and face-to-face affiliation process, in order to create a database and have greater control over the applications. Much of the traffic from paid campaigns on Facebook was directed to this portal, which also provided information about the requirements and benefits of blood donation in the country, as well as the different locations to do so.