Led the 2026 brand refresh for Versiti, pairing a new identity system with a scalable governance model, including a rebuilt Canva ecosystem that turns brand guidelines into usable, team-wide tools.
IMPACT AT A GLANCE
- Creation of refreshed branding system that evolved our brand expression while honoring the legacy system
- 140+ users standardized
- 3 brand expressions unified
- Multifaceted organization-wide rollout across 5 states
THE PROBLEM
- Dated, unfocused branding failed to tell the full Versiti value proposition
- Fragmented brand expression across service lines
- 100+ Canva users with no governance
- Inconsistent outputs, constant policing
MY ROLE
(Brand Architect/Creative Director/Governance Strategist)
(Brand Architect/Creative Director/Governance Strategist)
- Led creative direction of the brand refresh
- Defined scalable brand system across expressions
- Designed governance model + Canva restructuring
- Partnered with Comms/CMO to operationalize rollout
THE STRATEGY
1. Unify the Brand System
Consolidated multiple expressions into one framework
Defined when and how each expression shows up
Built flexibility without losing consistency
2. Turn Guidelines into Tools
Shifted from static PDF → usable system
Designed templates as “inputs,” not starting points
Built drag-and-drop brand elements
3. Scale Through Governance
Reorganized Canva into team-based structures
Removed blank-page design access where needed
Introduced approval workflows + training
THE EXECUTION
Brand Anthem
A launch-defining brand anthem developed as the first external expression of Versiti’s refreshed identity. Built to act as a clear market signal, the film unifies the organization’s full ecosystem (donation, research, and care) into a single narrative, setting the tone for all future brand communications.
Creative & Art Direction: Robert Vela
Production:
https://www.cutprintlock.com/
Creative & Art Direction: Robert Vela
Production:
https://www.cutprintlock.com/
Refreshed Brand Expression System
The refreshed Versiti brand was built as a flexible system, not a single expression. It operates as one unified design language with three controlled “intensity levels” to serve distinct audiences. Blood Collections & Community is bold and expressive, Blood Health & Research is elevated and credible, and Blood Services & Solutions is restrained and B2B-focused. This modular structure ensures consistency at scale while allowing each area of the organization to communicate effectively within a clear governance framework.
Blood Collections & Community Facing Expression
Blood Health & Research Facing Expression
Blood Services & Solutions Facing Expression
Campaign Expression
The campaign expression of the brand refresh comes to life through Hope Has a Pulse, a unifying platform that translates the system into a clear, emotionally resonant narrative. Built to introduce the refreshed brand to the public, the campaign centers on the idea that donors are the living heartbeat of hope, connecting individual action to broader impact in research and care. Visually and verbally, it amplifies the brand’s most expressive elements such as bold gradients, human-centered storytelling, and forward-moving energy, while establishing a repeatable framework for future campaigns.
Canva Brand Governance System
The brand refresh extended beyond visual identity into a fully restructured Canva ecosystem and governance model. The platform was reorganized into team-specific environments supported by robust brand kits, locked templates, and clear usage guidelines, shifting Canva from an open design tool to a controlled system for on-brand execution. This approach established scalable guardrails, reduced off-brand output, and empowered non-designers to produce consistent, high-quality materials without compromising the integrity of the brand.
Before:
Poor brand application
High risk for off-brand from-scratch creation
Dated, simple design
Ineffective, off-brand templates
Unorganized Brand Kits & Files
After:
Website and App
The brand refresh was translated to the new website through a comprehensive reskin that brought the system to life across a primary digital touchpoint. The experience leverages bold gradients, expressive typography, and donor-first imagery to create a more modern, engaging interface, while maintaining clarity and accessibility. Beyond visual updates, the reskin reinforces the broader brand strategy by aligning messaging, structure, and user experience with the unified Versiti narrative, with the same system extending into the redesigned mobile app set to launch in late 2026.
Internal Culture Campaign
The brand refresh was carried inward through You Spark Hope, an employee empowerment campaign designed to connect staff directly to the mission behind the new identity. Featuring a poster series of real Versiti employees alongside a short video of staff taking turns delivering lines from the brand anthem, the campaign highlights the everyday impact of their work and reinforces their role in advancing hope across the organization. By turning the brand inward, it built pride, alignment, and a stronger emotional connection to the refreshed system at every level.
Initial Explorations
