Be The Match

Minneapolis, Minnesota

Project Info
Be The Match
Minneapolis, Minnesota
Date Completed: December 2015
Square Footage: 240,000
Awards: 2016, Leading Edge Excellence Award (IFMA Minneapolis/St. Paul Chapter)

Be The Match, run by the National Marrow Donor Program, is a nonprofit dedicated to helping patients obtain life-saving transplants. The choice to locate their headquarters in downtown Minneapolis adjacent to Target Field was made in part to improve the organization’s public visibility.

Perkins+Will designed a fresh and modern workplace for Be the Match. The Branded Environments discipline synthesized their brand essence into a system of graphic storytelling elements that communicate “what they do” to the general public, while also recognizing the contributions of their staff and financial supporters. Utilizing visioning, visual listening, and stakeholder group interviews, our brand team identified key stories relevant to each target audience, and organized them against the BTM Board’s desired areas of focus. The environmental graphics support these stories through use of imagery, text and form. This system was designed to be visually appealing without being ostentatious, while also capable of cost-effective changes and easy maintenance.

Elements in public areas celebrate BTM’s history, scientific research, and technologies, as told through the transplant donor-patient relationship. Internally, graphics and testimonials educate, inspire and motivate staff; reflect the nonprofit’s mission, vision and values to visitors; and assist in recruitment and retention.