CASE STUDY

United Network for Organ Sharing

United Network for Organ Sharing (UNOS) is a non-profit organization that manages the nation’s organ transplant system under contract with the federal government. UNOS focuses on three core activities: technology, policy and education.

Through its lifesaving work, UNOS brings together hundreds of transplant and organ procurement professionals, and thousands of volunteers. This unique collaboration helps make life-saving organ transplants possible each day.

The challenge

Despite advances in medicine and technology, and increased awareness of organ donation and transplantation, more than 100,000 people in the US currently need a lifesaving transplant.

In effort to increase the number of transplants that occur each year, we worked on a cross functional team to develop and implement new brand and digital strategies to:

  • Increase trust in the national transplant system
  • Increase understanding of how organ matching works
  • Serve multiple audiences content tailored to their needs
  • Improve brand awareness and promote the corporate brand message “Working together, saving lives.”
  • Implement a responsive website design to ensure that users can easily read and navigate sites on any device
  • Implement consistent, intuitive navigation and design elements throughout the UNOS family of websites sites to improve usability and enable users to easily find information and resources
  • Reduce technical jargon to offer more understandable, “plain language” content
  • Increase ease of publishing and decrease maintenance costs by implementing a new content management system

Our strategy

This extensive multi-year project included rebranding the nation’s organ transplant network and optimizing UNOS’ digital presence.

After gathering extensive input from organization leaders, stakeholders and board members, we worked with the team to develop a new brand, visual identity and style guide for the organization.

The new UNOS logo is simple, clean and distinct to represent the organization and everything it embodies. The linking between the U and the N represents the connection between the organization, its members and the patients and families they serve. The two interlocking parts of the O represent renewal, transformation and new life.

In addition, we created the organization’s website and social media accounts and tools. Based on user and stakeholder feedback, we optimized UNOS’ digital presence for impact using a comprehensive digital content strategy, seo best practices, Google Analytics, Google Adwords and social media.

screenshot of UNOS website
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Increasing trust and support for the nation's organ transplant system.

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