Strategic Brand Platform
Sometimes the way to develop a powerful brand is not to make the most of the one you already have.
Developed by the United Network for Organ Sharing in the late 1990s, the Donate Life brand was initially used in Coalition on Donation brochures as a concise call to action. In 2002, during his first year in the organ donation field, Bryan drew upon his prior experience at branding agency Siegel+Gale to begin using the Donate Life logo as a "master brand" for community outreach efforts, including a nascent advocacy workgroup, the Southern California Donate Life Network.
In April 2003, the federal government observed National Donate Life Month for the first time. Later that year, Bryan presented to Coalition on Donation members a brand architecture for applying the Donate Life brand to national, state and regional organizations and events. By 2004, adoption picked up speed when AOPO approved "A Donate Life Organization" as an endorsement brand, Donate Life California became the first so-named state donor registry, and the Donate Life Rose Parade Float paved the way for campaigns of all kinds. In subsequent years, Donate Life became ubiquitous as an umbrella brand for state donor registries, national observances, events and campaigns, as well as an ingredient brand for some organ procurement organizations.