The Butler Bros
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Bonding with locals.

The Blood Center of Central Texas was at a crossroads. Facing growing competition from national blood donation organizations, they had to make a change or risk irrelevancy. They needed a way to differentiate themselves while reinforcing the value of giving blood locally. To call someone “blood” is simply another way to call them “family.” Playing off that, we created a new name that highlights their deep connection to the people of Central Texas and a visual identity that pays homage to their 60-year history in the local community.

STRATEGY & POSITIONING, NAMING, NARRATIVE, VISUAL IDENTITY

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