NMDP
Bringing people together to save lives.
The work
Founded as the National Marrow Donor Program and later known by their public-facing brand Be The Match, NMDP brings together some of the most diverse groups of people in the healthcare world to tackle some of the toughest diseases. From everyday people who donate bone marrow and stem cells, to patients, families, doctors, supporters, advocates and researchers – NMDP's work relies on human kindness to power life-saving medical breakthroughs. They needed a single brand that could harness the passion and humanity of all these groups and help them work together better to cure blood cancers and diseases.
Our roles
- Brand Strategy
- Brand Identity
- Naming
- Brand Architecture
- Rebrand Launch Plans (B2B, B2C, B2G)
- 5 Year Strategic Plan Design
- Digital Design and Development
“Zeus Jones delivered in spades—delighting with insight and creative touches that displayed a deep understanding of the needs of our organization. They are a truly trusted, resourceful, and committed partner.”
Claire Spinti, Sr. Director of Brand Marketing at NMDP
The Opportunity
Bridging science and compassion.
The National Marrow Donor Program’s mission is clear: to save lives through cell therapy. However, much of the organization’s vital work happens behind the scenes. Whether it’s supporting patients, caregivers, and donors, or collaborating with governments and researchers, it serves as a vital facilitator in the transplant journey.
The organization’s pioneering role in advancing cell therapies and research has also driven unprecedented improvements in post-transplant treatments. As they looked to the future, a visionary leadership team led by Amy Ronneberg, CEO, Joy King, Chief Advancement Officer, and Erica Jensen, Sr. VP, realized they needed a new singular brand identity that reflected not only their life-saving mission but also their broader role in the evolving field of cell therapy.
This brand also needed to resonate with diverse audiences—patients, medical professionals, donors, and advocates—all while rallying the entire organization around a unified vision for the future. The stakes were high, but the potential was even greater.
Our Approach
Creating a unified vision that connects deeply with NMDP’s diverse audiences and mission.
Our creative approach was rooted in the need to build meaning into the new brand. For multiple reasons we landed on the initialism NMDP and set about unlocking the organization’s full potential. The challenge was not just to consolidate the organization's identity but also to craft a narrative that reflected its past and future.
We began by engaging stakeholders and conducting in-depth research to understand both the internal challenges and external perceptions. Through these insights, we identified key opportunities to clarify and elevate NMDP’s role in cell therapy. The next step was to create a brand strategy that honored NMDP’s rich history while positioning it as a future-facing leader in the medical field.
The new brand identity moved beyond merely solving the issue of multiple names; it captured NMDP’s entire mission, from research and facilitation to patient care. We also developed a flexible system that allowed for both professional communication with medical professionals and more accessible messaging for the general public. This adaptability was essential in making the brand work across different touchpoints, from government partners to young donor recruits.
“It was so rewarding to work with this impressive yet under-appreciated organization and get to a unifying brand identity that captured its ambitious aspirations and energized its people.”
Rob White, Founder and Strategist at Zeus Jones
The Outcome
Rebrand drives growth and impact in mission to save lives.
The new NMDP identity has energized the organization, helping it communicate its full range of capabilities more effectively. The fresh brand brings a modern, forward-looking feel to all communication, while clearly articulating NMDP’s mission to save lives through cell therapy. Internally, the brand has unified the organization, and externally, it’s driving more awareness of their work beyond the registry.
Since the rebrand, NMDP has experienced its most impactful year yet. Feedback from stakeholders has been overwhelmingly positive, with NMDP securing new partnerships and support at an unprecedented level, and impacting the most lives ever in their nearly 40-year history.
Our team
Alyssa Feuerer
Christian Erickson
David MacDonald
Denzel Boyd
Gordon McIntyre Lee
Idee Douglas
Jon Reine
Jordana Rothman
Josh Dick
Molly Chase
Rob White
Sam Stanfield
Sarah Youngquist
NMDP team
Amy Ronneberg
Erica Jensen
Claire Spinti
Joy King
Courtney Hanson
Melissa Khaira
Natalie Caranicas
Ryan Peña
