OurLegacy

After more than a quarter-century of distinguished service to 10 counties in Central Florida, Orlando-based TransLife Organ and Tissue Donation Services was poised to adopt a new brand. Not only had the intuitive meaning of the name become clouded, but it made practical sense to dovetail their rebranding with that of their parent hospital system.

A vigorous empathy research session conducted by Florida Hospital Innovation Lab (FHIL) yielded preferences among a wide range of stakeholders for a brand that was simple, mission-driven, communicated unity, presented donation as a gift, and reflected caring for others. In addition, they sought a brand that was unique among a field of 58 nonprofit, federally designated organ procurement organizations (OPOs) nationwide.

The OurLegacy name and brand platform revolved around the powerful concept of the ripple effect, a metaphor translating to clinical, community and family roles as well as lifesaving and healing power of organ and tissue donation. “When it comes to supporting families, saving lives and strengthening our community, we all play a part.”