An Inclusive United Front
Ahead of Blood Cancer Awareness Month, a powerful transformation has emerged in the nonprofit sector. The Leukemia & Lymphoma Society (LLS), a 75-year-old institution dedicated to curing blood cancers, has rebranded as Blood Cancer United — a new identity created in collaboration with global creative agency JKR. The shift is more than cosmetic; it’s a strategic overhaul that brings clarity, inclusivity, and emotional resonance to a historically complex space.
.
The previous name, The Leukemia & Lymphoma Society, was long, difficult to say, and didn’t encompass the full spectrum of over 100 types of blood cancers. This posed a challenge not only in brand recognition but also in accessibility and emotional connection. “Our name didn’t reflect the full scope of who we are or speak to the entire blood cancer community,” explained Lynn Godfrey, SVP and Chief Experience Officer at Blood Cancer United. “Changing that was essential.” The new name, observes Godfrey, is direct, inclusive, and immediately understandable. It signals the organization’s evolution — from a disease-specific foundation to a united front representing the entire blood cancer community, including patients, caregivers, donors, researchers, and advocates.
.
JKR’s visual identity embodies a spirit of inclusivity and solidarity. At the heart of the system is a blood drop emblem cleverly formed from the “U” in “United.” It’s a smart, flexible icon that represents both the literal and symbolic lifeblood of the cause. As the organization expands and builds new partnerships, this emblem stands as a badge of unity across all touchpoints.
Equally important is the introduction of the brand’s first-ever unified voice: one that’s compassionate, accessible, and grounded in real human stories. This voice runs through everything — from the organization’s website and social media to in-person events like Light The Night and Dare to Dream.
.
The rebrand consolidates a fragmented identity system into one cohesive ecosystem. From digital channels and fundraising campaigns to patient education materials and volunteer kits, the new branding scales fluidly across environments. This kind of system thinking is essential for nonprofits today, where brand recognition and trust must be built seamlessly across platforms.
.
“Brand is the thread that connects every part of an organization together and shows what it stands for,” said Tosh Hall, Global Chief Creative Officer at JKR. “For Blood Cancer United, that meant creating a brand united for all. That spirit now runs through everything, from the name to the design systems to the behaviors, building unity for the work it does and, most importantly, speaking to everyone touched by blood cancer.” Early responses suggest that the new name and look may already be helping people feel included. “We’ve already had people tell us the change helped them see blood cancer more broadly and made them feel truly understood,” said Godfrey.
