One Match New Identity
CANADIAN BLOOD SERVICES STEM CELL & MARROW NETWORK
BACKGROUND
Following Shikatani Lacroix’s successful development of Canadian Blood Services new identity, the organization again approached SL to develop a position, name and identity for its stem cell and marrow program. Although the Canadian Blood Services’ brand needed to be leveraged, the bone marrow program’s identity had to be clearly differentiated form the idea of blood donation.
CHALLENGE
Donating bone marrow is much more complex and involved than donating blood, with a significantly greater impact on patients’ lives. Adding to potential donors’ reluctance, the associated perception relating bone marrow donation to pain tends to overshadow the desire to save someone’s life. Aside from overcoming these challenges and reinforcing the idea that when it comes to stem cells, a patient in need must rely on finding a perfect match, the new name and identity needed to work beyond bone marrow donation, extending to stem cell donation since donors have the ability to donate stem cells from either bone marrow or peripheral blood – depending on the patients’ needs..
SOLUTION
SL conducted an ideation session with key stakeholders to craft a position for the program and identify potential names. Six names and position options were taken into national consumer research. The results helped SL develop a final identity under the name “OneMatch”. The logo, comprised of two intersecting drops forming an oval, reflects the unique proposition of helping to match donors with patients.
RESULTS
The new name and identity were strongly endorsed by the Canadian Blood Services board and staff, and the program is being implemented across a variety of media channels including television, radio and print.