This 15-year-old company revolutionized to delivery of products, services, and support to a previously neglected segment of the public not having access to or information about treatment, services and emotional support for the devastating disease of hemophilia.
We engaged the leadership, primarily focusing on the vision and heart of the president, in dialogue and research to pinpoint the unifying message that crossed all areas of the business and the people it served. Through our process the image of a bloodstone—a rare “artistic” stone with red veins throughout—became the image to use as the platform for this new direction.
The design solution was expressed through focusing on the image and metaphor associated with a bloodstone gem. Using this a the core image and a deep green background, we applied this thinking thematically throughout all materials and programs, such as The Bloodstone Gazette newsletter publication. The other strong image was utilization of the “Wuzzy Bear” character. Early on in the business a teddy bear was given to patients suffering the pain and loss often associated with hemophilia. As such, we felt it was important to add touches of joy, fun, comfort and smiles through many of the collateral materials such as thank you notes, prescription pads and the like using this happy character.