A pitch to refresh the NHSBT donation brand and build a brand platform around it.

The refresh replaces the existing mark with two of the most universally understood symbols there are, a heart and a droplet, drawn as a single bold outline. What you are giving is precious, and it is being handled with care.

The brand platform takes the opposite tone to most donation advertising. Rather than guilt or emergency, it works on the feeling donors report afterwards, which is straightforward happiness. 'It feels good to give.' is delivered in heavy Elephant Black type over bright geometric pattern, more fairground poster than health service, with hearts and droplets built into the ornament. It carries across OOH, social, donor journey emails and direct mail, and into the donor centres themselves, where the graphics turn a clinical room into somewhere that thanks you on the way out.