A New Breed
of HeroEs
VEG Blood Bank was created to address a critical shortage of blood and blood products for pets. To grow awareness and participation, VEG hosted screening events inviting qualified dogs to become donors and save lives. The messaging positioned donor dogs as heroes — not just patients.
The Challenge
Reframe blood donation as something uplifting and community-focused rather than clinical. The event needed to feel welcoming and positive, while clearly communicating the importance of donor eligibility and lifesaving impact. We wanted families to feel proud bringing their dogs in, knowing they were helping another pet in need.
My Role
I designed print collateral and event giveaways including flyers, dog bandanas, t-shirts, and stickers. The goal was to create a cohesive visual system that celebrated donor dogs as heroes. Each touchpoint reinforced the narrative, from event signage to wearable items that dogs and owners could take home.
The Result
The materials helped turn donation into a visible, celebratory moment within the pet community. Dogs left wearing their hero status, and owners left feeling connected to a larger cause. The initiative reinforced VEG’s role as a brand actively addressing a lifesaving need.
Art Direction:
Ed Adams
Design:
Matt Gallo
Copy:
Sharon DelRocco
Project Management:
Lauren Citarella