LifeSource

Services Provided

Brand identity refresh, strategy, and website design

The Challenge

After more than three decades of leading the organ donation process for millions of people across Minnesota, North and South Dakota and Western Wisconsin, LifeSource was ready to take its brand to new levels. The organization partnered with 5IVE to embark on a comprehensive process to revamp its brand strategy, define its value proposition, and update its purpose, mission, vision, and values. This helped strengthen their brand positioning at a moment of organizational transformation guided by new leadership and ongoing changes in the industry. Our task was to reimagine the logo and brand system with a fresh look and memorable identity that makes the brand more relatable and reflective of the mission.

The Solution

A comprehensive brand strategy guided the refresh process. The new logo design uses modern yet timeless typography, bolder colors, and new graphic elements that give it a more contemporary look and professional acumen. The heart at the center of the name represents the true essence of the organization’s work and the selfless acts of generosity by organ donors and their loved ones who have chosen to say “yes” to donation.

At the Heart of Organ Donation

As part of the brand refresh, we updated the organization’s mission, vision, values and tagline. The new tagline At the Heart of Organ Donation, marks an intentional transition from explaining the technicality of the services LifeSource offers to a more emotional statement that better expresses the core essence of the brand, the role of the organization in the community, and their staff’s commitment to giving donors a chance to fulfill their wishes to help others.