Canadian Animal Blood Bank

“Wait…dogs can donate blood?!”

Despite launching their mission over 25 years ago, CABB was experiencing low brand awareness. Research has shown a lack of public awareness of animal blood banking in general, with a recent study finding 70% of pet owners unaware that dogs and cats could donate blood. 

CABB approached Flipp in search of a strategic approach to better position the foundation for future partnerships and fundraising.

Our Vision Fest Planning Session uncovered areas for improvement, and allowed us to prioritize where we could provide the biggest impact to reach their goals – starting with a brand evolution. The new brand strategy needed to drive forward CABB’s mission: to provide the highest quality canine blood products to vets across Canada so that all dogs are able to get the veterinary treatment they need. It was crucial to develop effective messaging that would educate dog owners, corporate sponsors, volunteers, and the veterinary community on this important service and inspire them to get involved. 

It was important to CABB to retain some of the elements that were present in their original logo (representing animals, blood, and Canada). 

The new logo is a modernized version that conveys the services they provide, but in a more refined and contemporary way. 

The next step was to develop tools for the CABB team to communicate what they do, why they do it, and how it makes an impact. A brand strategy was formed to equip the CABB team with an overview of how to communicate their offering and values to all stakeholders. We then worked with CABB to create a pitch deck document to educate and inspire potential corporate sponsors, donors, and partners.   

Setting up CABB for long-term success. 

CABB had been maintaining a consistent presence on social media, frequently showcasing their dog donors to their loyal following. However, there was a huge opportunity for CABB to expand their reach and connect with more pet owners across Canada through social media. We developed a comprehensive social media strategy and style guide to revamp and reinvigorate their content and management tactics, with the goal of increasing their engagement and reach to new audiences. Guidelines around content pillars and best practices, as well as design templates and engagement tactics all helped to set up CABB for long-term success on social media. 

CABB is now equipped with a modern brand and versatile logo that represent the professionalism of the foundation, along with the tools required to put their best paw forward.

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