An identity system built around a single gesture: filling the bag. Solid typography, signal red and line illustration turning blood donation into an urgency worth looking at.
The symbol is built from six pure geometric shapes: a circle, a line, a rounded outline, a wave, a capsule and a dash. Each piece stands for a real functional part of an IV bag: the hook, the tube, the reservoir, the liquid level, the clamp and the level marking.
Drawn apart, these shapes are just geometry. Fitted together in the right order, they form the icon that carries the whole campaign identity, and the "RAISE THE LEVEL" wordmark, which starts loose beside the bag, ends up absorbed inside it, filling the exact space where the blood would rise to.
Every unit of blood donated is a level of life saved. The brand exists to make that equation felt in two seconds: the time it takes for someone, somewhere, to need a transfusion.
Signal red, block typography and high contrast: nothing competes for attention, everything points to the act of donating.
Human shapes (hands, arms, the gesture of giving) keep the brand close to people, never too clinical.
One icon, one line, one number. Communication is stripped to the essential so it works at any scale.
"Every 2 seconds, someone needs your blood type."
"Without donations, people will die." Guilt is not motivation.
Pulled directly from the campaign's original artwork. Click any swatch to try a new color; the whole page updates live. Click the hex to copy it.
Two typefaces do all the work. One condensed block face to shout, one neutral grotesque to explain. Edit any line below to test your own copy at real scale.
Uppercase, condensed, sans-serif: it works like a stamp. Reserved for headlines, the brand mark and impact numbers, never for paragraphs.
Neutral, highly legible on small screens, with weights from 400 to 900. Carries all navigation, body copy and interface.
The IV bag is the heart of the system, literally. Four treatments cover most uses; the animated version is the campaign's real asset.
Don't distort or tilt the bag
Don't swap red for another color
Don't place it over photography without contrast
Don't hand-recreate the typography
Flat shapes, thick consistent outlines, and letters that carry their own story: the letter "O" is also a drop of blood.
Every stroke uses the same relative weight, no weight variation within a single piece.
Blood types (O, A, B, AB) are drawn as solid blocks that absorb the drop: the letter is the illustration.
Hands and arms as flat silhouettes, no face, no defined gender; anyone can see themselves in the piece.
A subtle grain over the solid shapes avoids a cold digital look and moves it closer to screen-printed matter.
Cinematic, clean and human. Hard light and deep shadow, a single accent of red per frame, and close-ups that respect the dignity of the donor.
Hard light, deep shadow and a single accent of red per frame: the chromatic palette that sets the campaign's visual mood.
Restrained expressions and genuine gestures, never performative, always close to the real experience of donating.
The same gesture, carried across real formats: phone, apparel, tablet and desktop.
Movement is always functional: a level that rises, a pulse that grabs attention, a number that grows. Never decorative for its own sake.
Recurring blocks pulled from the campaign site, ready to reuse.
The system in use, pulled directly from the campaign website project.
