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Noreen Cahalane and Mary Kate Lo Conte, partners at Merz Branding, worked with NHF staff to gather key insights, perform surveys, narrow down options, create messaging and develop a graphic identity and logo. It’s been an 18-month process, and Cahalane said she has been impressed throughout by the passion and engagement of the community. “It’s not only the people living with bleeding disorders,” she said. “Their advocates, their families, the chapters, the leadership, the staff, they’re all intensely passionate. People are always passionate about what they do, but I don’t know that we’ve seen it at this level. The passion that people have about these disorders, finding cures, caring for those who are affected, making sure they have access to care, is just unbelievable. The work they do is amazing.”
Cahalane attended BDC virtually in 2021, and in person last year. Seeing it all live was powerful, she said, and it helped inform the agency’s work. She has enjoyed meeting so many people, she said, and has worked hard to ensure the community as a whole has been involved at every step.
The hope is that the rebranding serves as a galvanizing force for the organization. Following the announcement, the next piece will be a landscape analysis, exploring the breadth and depth of organizations and resources available for those with blood and bleeding disorders, and determining any gaps.
For now, however, fingers are crossed that the new identity both resonates and inspires. “It’s been a lot of fun going through this process,” Cahalane said. “There were a lot of things to think about.” ■
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