(01)
The Brief
A Lebanese NGO fighting thalassemia with a generic brand that communicated nothing.
Thalassemia Liban organises blood drives, coordinates donors, and delivers actual medical treatment to children living with thalassemia. The work is extraordinary. The brand was invisible. A generic identity that looked like every other health NGO — interchangeable, institutional, forgettable — was undermining the credibility and reach of an organisation doing irreplaceable work.
(What we did)
- Brand audit & gap analysis
- Stakeholder interviews
- Brand foundation development
- Full rebrand strategy
(02)
The Diagnosis
A generic brand is a barrier to trust — and trust is how you get blood donors.
Blood donation requires trust. Not just in the cause, but in the organisation asking. When the brand looks generic, the ask feels generic — and people don't give blood to generic. Thalassemia Liban was losing conversations before they started because the brand didn't communicate the seriousness, the warmth, or the real human stakes of their work.
(What we did)
- Donor journey mapping
- Trust gap analysis
- Visual identity audit
- Communication effectiveness review
(03)
The Idea
Build around the children. Not the disease.
Every brand decision had to answer one question: does this make someone more likely to show up? Warmth and strength in the same system — credible to the medical community, human to a potential donor, honest to the families who depend on it. When the brand reflects what's actually at stake, it stops being a logo and starts being a reason to act.
(04)
What We Built
A brand built around the children — not the disease.
The rebrand centred on life, not illness. Warmth and strength in the same system — for the families who rely on the organisation and the institutions that fund it. A visual identity that makes people want to show up: to donate, to volunteer, to give. Every design decision made to convert a stranger into a donor.
(What we did)
- Logo & visual identity system
- Color palette & typography
- Communication templates
- Blood drive campaign materials
- Brand standards guide
(05)
The Result
A brand that makes people want to give.
Thalassemia Liban relaunched with an identity that reflects the gravity and the humanity of their mission. The organisation now has a visual platform that builds trust at first contact — with donors, with the medical community, and with the families they serve.
(What we did)
- Launch-ready rebrand system
- Donor-facing communication materials
- Consistent brand across all touchpoints
(Start a project)
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