Organisation:

• Australian Red Cross Lifeblood (Freelance)
  

What I did:

• Tone of Voice development

• Copywriting
  

The Australian Red Cross Blood Service became ‘Lifeblood’ to reflect the new kinds of life-saving donations they help to make possible.

I worked with the in-house comms team to roll out a new brand identity that would: convince 18-30-year-olds to donate regularly, build on 90 years of trust, clear up common misconceptions, and give people a better overall experience with the brand and when donating.