American Red Cross

HR Benefits Branding and Rollout



The American Red Cross created a newly unified employee benefits package for its 30,000 employees. But they faced a challenge — each chapter could choose to accept — or reject the plan.


Working closely with ARC’s Human Resources  department and benefits consultant Deloitte, we developed a communications strategy and created a set of materials to present the offerings in a friendly, easy-to-understand, and non-threatening way. Deliverables included newsletters, enrollment guides, posters, e-newsletters, postcards, and web pages. Original illustrations featured non-ethnic, non-gender-specific representations of people reflecting the diversity of Red Cross employees. Complex information was laid out in logical and inviting formats.

The Result: The enrollment rate of 89% exceeded expectations.

Other Related Work:

Loudoun County Public Schools Wellness Campaign

National Science Foundation Teacher Award Recruitment​

Jewish Federations of North America Donor Campaigns

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Beth Singer Design LLC 

Design Thinking for Print & Media

1408 N Fillmore Street, Suite 6
Arlington, VA 22201


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