The world's largest nonprofit dedicated to blood cancers has unveiled a new identity, changing its name from The Leukemia & Lymphoma Society (LLS) to Blood Cancer United and launching a unified campaign, United For All, marking the biggest change in the organization's 76-year history.
The rebranding was unveiled in time for Blood Cancer Awareness Month in September and is more than just a name change, it's a complete overhaul of the brand's philosophy and strategy. The new name is easy to recognize and embraces an inclusive identity that encompasses more than 100 different types of blood cancers.
The rebranding project, carried out by design agency JKR, was the culmination of five years of extensive research and input from thousands of stakeholders. At the heart of the brand is solidarity: the blood drop-shaped symbol, derived from the word "United," expresses a sense of community both visually and symbolically.
The visual identity is consistent across all touchpoints, including patient kits, sponsorship campaigns, and digital channels, and provides a much clearer and more cohesive brand language than before. Most notably, the brand has a unified voice for the first time, maintaining a warm, human-centered tone across the website and social media, as well as at in-person events.
"A brand is the thread that ties every part of an organization together," said JKR Global Creative Lead Tosh Hall, "and Blood Cancer United is now a brand that runs through the entire organization and is truly for everyone."
In the past, LLS had a long, hard-to-pronounce name and a focus on leukemia and lymphoma. This resulted in brand recognition below 5% and limited emotional connection with donors and participants. "The old name didn't fully capture who we were, and change was a must," says Lynn Godfrey, the organization's head of experience.
Blood Cancer United now aims to position itself as a community of patients, caregivers, donors, researchers, and activists. The entire brand system, from the symbols to the web and offline kits, is harmonized, aiming for emotional connection and clear communication.
