Following Shikatani Lacroix’s successful development of Canadian Blood Services’ redesigned identity, CBS 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 from the idea of blood donation. 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 interlocking drops, reflects the unique proposition of helping to match donors with patients.