Leukemia Lymphoma Society
The Leukemia & Lymphoma Society (LLS) is the world’s largest nonprofit dedicated to funding blood cancer research and supporting patients and families affected by leukemia, lymphoma, Hodgkin’s disease, and myeloma. As a global leader in health advocacy and scientific advancement, LLS plays a vital role in improving treatment outcomes and extending lives.
While LLS had a powerful mission and legacy, its brand positioning lacked clarity and emotional resonance. The public was unfamiliar with the terms, “leukemia” and “lymphoma,” and the organization’s fragmented visual identity made it harder to attract donors, engage sponsors, and unify campaigns across its many national initiatives. LLS needed a comprehensive nonprofit branding strategy to drive recognition, donor growth, and patient impact.
Sagon-Phior provided a full-scale nonprofit brand transformation rooted in emotional branding and strategic storytelling. We began with research and discovery, leading to a simplified message that introduced the more accessible term “blood cancers.” A single red blood drop became the visual icon for the master brand—a symbol that communicated urgency, humanity, and hope.
We developed a cohesive brand architecture and messaging framework that supported all LLS programs. Our team created campaign strategies and content for donor presentations, awareness advertising, and integrated marketing for high-profile fundraising events like Team In Training and Light the Night. Services included brand identity design, campaign development, sponsorship communications, strategic planning, and multi-channel media execution—from broadcast and outdoor to digital and print.
The rebranding led to significant growth in visibility, support, and scientific advancement. After the relaunch, the FDA approved 40 new treatments for blood cancers—35 of which were backed by LLS funding. The organization distributed $42 million in research grants across eight countries, funding 83 new scientists. This award-winning nonprofit branding and marketing strategy helped LLS redefine public understanding of blood cancers, grow global impact, and strengthen donor and sponsor engagement.