South Texas Blood & Tissue wanted to evolve their long-running Rock N Roll Up Your Sleeve blood drive into something that felt fresh for 2025. The goal was to push attendance and donor sign-ups while keeping the event rooted in its music-driven heritage. This year, the request was to re-energize the look and create updated swag items that donors would be excited to wear and share.
I shifted the campaign identity into a punk-inspired aesthetic — bolder, edgier, and more rebellious. By leaning into heavy textures, graffiti motifs, and strong iconography, the design tapped into the raw energy of live music culture while still being accessible for a wide community audience.
The updated campaign identity was deployed across event signage, digital ads, and promotional materials. Paid Meta ads drove the campaign’s reach and helped convert interest into action.
Ad Performance (Meta, Jul 28 – Aug 9, 2025)
76,545 impressions | 40,073 people reached • 2,575 clicks, including 1,009 direct donor scheduling link clicks • 3.36% CTR (nearly 3x Meta average) • $0.41 CPC, well below benchmark costs
The combination of bold design and sharp media execution translated into both cultural resonance and measurable impact.
Compared to prior years, the 2025 iteration elevated the campaign from a fun event into a full brand experience — one that donors could wear, share, and carry forward. The punk-driven identity and VIP donor elements positioned blood donation not just as an act of service, but as a statement of belonging to a cause and community.
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