Strategic Brand Platform



When the Southern California Organ Procurement Center (SCOPC) rebranded in 2001, the organ procurement organization (OPO) struggled to communicate their value, emphasizing their role in the transplant process rather than the value they provided to the community. While the rechristened OneLegacy name focused on the importance and outcome of the personal decision to donate, to help describe the OPO's essential but largely invisible role, the organization chose as a metaphor a bridge: between life and death, illness and health, grief and celebration.

Three interconnected "life bridges" became OneLegacy's consistent and frequently abstracted symbol as the brand evolved from its original all lower-case, red-and-orange identity to blue and green hues that coexisted easily with the increasingly visible national Donate Life brand.