Brand Design

The Big Red Bus® is OneBlood's signature fleet — my most recognized creation — with more than 200 units now serving the Southeast. The concept was created to unify a scattershot mix of colors and wraps into one simple, memorable brand. In a meeting, I pitched it in its simplest form: red blood, and a nod to Clifford the Big Red Dog. Real-world testing led us to standard brand paint with vinyl lettering instead of vehicle wraps — paint cost more upfront, but held up far better to the Florida sun and everyday driving, and ended up cheaper than repeated rewraps over time. We built a repeatable process to scale the look across a wide footprint of vendors and paint brands. The concept nearly didn't survive a later corporate merger, but senior leadership kept it alive, and it remains one of OneBlood's most recognizable assets today.

I feature it separately from OneBlood because most people recognize the bus more readily than they recognize OneBlood itself. I sat for years near the call center, close enough to hear it on repeat through my office door: 'OneBlood? Oh, yes — the Big Red Bus.

OneBlood was formed through the merger of three major blood centers, one of the largest consolidations in the industry — and my team was selected over the other two merger partners to lead creative for the new organization. We launched the OneBlood brand and several sub-brands, then managed and evolved those assets for the next decade. Today, OneBlood is one of the three largest blood centers in the country.

As OneBlood grew from a few hundred employees to several thousand, departments across the company wanted their own visual identity within internal communications. Here's the sub-brand I developed for the HR team.

Clinical Discovery Institute (CDI) was a start-up OneBlood launched to capitalize on overlapping infrastructure and standard operating procedures already in place. I was responsible for developing CDI's complete brand package — logo, mission statement, building signage, and everything in between. CDI became profitable within two years, and during the early days of the 2020 pandemic, it played a significant role in offsetting the financial disruption OneBlood faced.

ARC-One Solutions is a partnership between the American Red Cross (ARC) and OneBlood, providing software for the blood banking industry. My team and I developed and handed off the brand name, primary logo, style guide, and a full suite of product logos for their software lineup.

Transfusion Medicine Specialists was a start-up launched by OneBlood's Medical Directors as they explored additional revenue streams. I developed their brand identity, including logo design and