Meet The Bloodline:
Power in Every Drop
Bloodline is a concept brand rooted in legacy, identity, and the power of what is passed down through generations. During Sickle Cell Awareness Month, the project brings communities across the Southeast together through a traveling bus experience with events focused on care, education, and celebration. It culminates in a collective mural and scholarship initiative that honors shared stories and lasting impact.
My Approach
This project was created as part of an integrated design system focused on a meaningful cause: Sickle Cell Awareness. As the most common genetic blood disorder, Sickle Cell Disease has remained underrepresented and often overlooked for decades. Bloodline aims to educate and engage the Southeastern Black community in the U.S., shifting the narrative from hopelessness to one of awareness, support, and empowerment, ensuring access to the resources, care, and recognition they deserve.
Exploration
I explored both direct, pointer-based and organic visual approaches to represent sickle cell, using bold colors beyond traditional red to create a more engaging and informative system.
Direction
The final direction creates a welcoming, approachable brand that serves as a starting point for learning and understanding one’s possible sickle cell status.
Deliverables
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Deliverables
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Deliverables
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Deliverables
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Deliverables
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The Bloodline brand comes to life through a series of event-driven deliverables, including the traveling bus experience, a custom stage setup, environmental signage, Instagram content, branded wristbands, and video storytelling that captures each stop along the journey.
