LifeSource
LifeSource is a medical, nonprofit organization responsible for managing the organ donation process in the Upper Midwest and providing public education about the importance of donation.
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 core customer groups, and launch new purpose, mission, vision, and values statements. This helped solidify their brand positioning to better reflect the organizational transformation guided by new leadership and the ongoing changes in the industry. Our task was to replace an outdated logo and brand system with a fresh look and memorable identity that helps elevate the institutional authority and translate the industry complexity by giving the brand a needed boost of humanity.
The Solution
The newly developed 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 participate in the organ donation process.
These updates were applied to the rest of the communications channels and website to ensure consistency and the preservation of the organization’s brand equity.
“The new logo design aims to differentiate the organization, elevate the professional expertise of the staff and express full heartedly the team’s commitment to the mission of saving lives. Our goal was to give LifeSource an identity that is both memorable and approachable – providing clarity and projecting authority.”
Andi Jordt, Design Director, 5IVE
At the Heart of Organ Donation
As part of the brand refresh, we updated the organization’s 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 meaning that better expresses the core essence of the brand, the role of the organization in the community, and the staff’s commitment to the mission of saving lives and giving donors a chance to fulfill their wishes to help others.
Website design award received: GDUSA 2020 Health + Wellness Design Award
“Working with the 5IVE team was brilliant. They work to deeply understand your organization while maintaining the perspective of the outside audiences you want your brand to connect with. Boriana knows how to facilitate challenging discussions and get you to think differently about old problems. What I love most is how 5IVE approaches the work with both strategy and heart.”
Sarah Sonn, Communications Director, LifeSource
Next Project:
Cova Renaming & Rebranding