NMDP
Unifying a complex organization under a single brand identity.
The work
The National Marrow Donor Program operates the most diverse global bone marrow transplant registry and is a leader in breakthrough medical research and advancements in cell therapy. The organization, however, operated under two brand names: Be The Match (focused on the registry) and National Marrow Donor Program (used by the medical community). This dual branding created confusion, hindering its ability to get credit for everything it was doing. In 2022, they came to us looking to unify everything under one cohesive brand identity.
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 Rosenberg, CEO, 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 acronym 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
