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American Red Cross is one of the oldest, most widely recognized brands in the world. In 2007, our team assisted
this preeminent organization with a nationwide communications audit. From among 750+ local chapters, we sampled and analyzed
communications materials from over 50 offices, making a series of reports on the state of application for the brand to the National Headquarters
management team in Washington, D.C.
There was a question about the ability of the organization to implement the brand guidelines at the field office level over time, due to the highly local,
decentralized nature of the communications infrastructure. Key messages were interpreted in dozens of ways and, in certain situations,
local communicators required clarity on "Best Practice" applications of the existing brand guidelines.
It was clear that a simple, effective new system, with the appropriate visual messages, needed to be deployed in order to increase proper usage.
We created a visual identity that included an update of the iconic cross and signature lock-up.
We deconstructed the visual brand to review separate studies of typography, color, imagery, composition, and secondary brand elements.
A system of publication design was created along with standards for usage of all brand elements.
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