Case Study: Vitalant unifies its brand and inspires donor transformation with Monigle

Vitalant unifies 6,000 employees with Monigle

Vitalant, formerly known as Blood Systems, was the nation's largest blood donation organization but struggled with a fragmented structure and a transactional brand identity that failed to resonate, particularly with younger generations. They partnered with the brand agency Monigle to develop a new brand and architecture strategy to transcend the category's transactional nature and unify the organization.

Monigle developed the new name Vitalant and a transformative brand identity centered on the awe and life-changing potential of blood donation. The solution included a new visual identity, a brand voice, and internal innovation workshops to engage employees as "awe makers." This reinvention provided Vitalant with a unified brand to disrupt the industry, successfully rallying its 6,000 employees and giving them a powerful new story to tell.

Vitalant