As part of the team at Jones Knowles Ritchie, I worked on the rebrand of the Leukemia & Lymphoma Society to Blood Cancer United. The new name and identity were created to reflect the organization’s support for everyone affected by blood cancer, uniting over one hundred cancer types under a single, inclusive banner. Grounded in years of patient and community insight, the rebrand reframed the organization with clarity, empathy, and a renewed sense of purpose. I contributed to the visual identity system and brand guidelines, helping shape a brand that feels human, unified, and unmistakably committed to its mission.

STUDIO
Jones Knowles Ritchie

ROLE
Designer

SCOPE
Brand Identity

TEAM
CD: David Balsamello
DD: Christina Janus
DESIGN: Emilie Hahn, Daniel Rocha, Anu Manohar, Mira Dandiker, Julia Aguiar, Elaine Li
MOTION: Kaitlyn Chandler, Stubbs Johnson, Griffith Keller

AWARDS
D&AD Graphite: Brand Transformation Strategy
D&AD Shortlist: Graphic Design Integrated, Writing for Design Naming, Brand Transformation 1000+