MTF hired Shadeflower to create a unique booklet that would feature letters written from donor recipients to donor families. MTF wanted a booklet to “feel like a scrapbook and be deeply personal – something one might want to hug and hold close to their hearts.” Shadeflower created a 12×12-inch spiral-bound booklet incorporating various hand-written fonts, and sticker-like elements. A blue butterfly floated through the pages to symbolize the transformation of what tissue donation can be when faced with tragedy.

The concept of the butterfly was so successful that it inspired us to create a “Giving Is Beautiful” campaign to further promote organ and tissue donation. The multi-colored swallowtail butterfly was the perfect image of calm, beauty, and drama, that it won a company-wide “best of” campaign award. From there we created donor gifts including a CD of “beautiful” songs, tile coasters, and notecards. More posters were made for waiting rooms that incorporated the new imagery with elements from the scrapbook booklet.

Shadeflower created other literature, including an anniversary poster, a poster featuring what words were best to use in tissue donation (i.e., instead of saying “harvest”, a more sensitive approach would be to use the words, “recover” or “procure”). Shadeflower also created a more formal looking informational tri-fold 4-panel dual-sided brochure.