The American Red Cross of Montana asked us to help them encourage potential donors to support the work they do statewide. When people hear the name “Red Cross,” they instantly think of blood donation. But that’s only a small part of a much larger mission—a mission which includes disaster relief, safety and first aid training, and support for armed forces personnel. The Red Cross asked us to create a piece which would tell donors about this larger mission, while embodying the Red Cross brand in a memorable way.

Being the Brand

• Our solution was to create a unified piece with separate components explaining each facet of the Red Cross mission, enabling Red Cross personnel to tailor each presentation to the interests of individual donors.
• A restrained color palette and bold, tightly cropped images of everyday people put the focus on the piece’s content in a straightforward way that looked professional without looking expensive.
• The reverse of each program sheet offered a rundown of that program’s components, along with images of Red Cross personnel working in the field