Magic and awe disrupt a transactional industry

Vitalant is one of the largest blood donation organizations, with 125+ donation centers and leading research institutes. Its visual identity embodies transformation, inspired by the butterfly — a symbol of energy, movement, and the ripple of impact each donation creates. The design system reinforces this motion with curves that convey change, care, and continuity, extending the concept across brand assets. Brand guidelines, a digital asset management tool, and employee training ensure the identity is applied consistently across the organization.

Blood donation had become transactional, particularly among younger generations. Research revealed that every donation transforms not only the recipient but also the donor, creating purpose and impact. The identity and messaging were crafted to shift the focus from “saving lives” to inspiring donors to realize their own life-changing potential, unifying the organization, elevating donor experiences, and positioning Vitalant to disrupt the category while amplifying the real magic of donation.