Strategic Brand Platform

AMAT

AMAT.jpg

Founded in 1992 to address the need to increase organ and tissue donation within minority communities, ASMHTP reached a crossroads in 2009. Revitalizing the organization centered around a year-long evaluation and rebranding process that acknowledged the association's increasingly diverse membership, need for a pronounceable name, and imperative to provide value to the donation and transplant community.

A prism served as a robust metaphor for their unique perspective on how African American, Latinx and Asian communities view organ and tissue donation.

AMAT's positioning statement incorporated their public and professional constituents, their partners' challenges, the high stakes involved, the importance of service, and the strategic imperative to turn their perspective into product offerings.

AMAT's positioning statement incorporated their public and professional constituents, their partners' challenges, the high stakes involved, the importance of service, and the strategic imperative to turn their perspective into product offerings.

Embedded into the AMAT logo is a prism, a metaphor for the varying perceptions of donation and transplantation by communities of color.

Embedded into the AMAT logo is a prism, a metaphor for the varying perceptions of donation and transplantation by communities of color.