Baker IDI – B*United2017-02-24T17:21:38+00:00

Project Description


Client: Baker IDI
Art Direction: Lee Jackson
Copywriter: Brendan Shanahan

Based in Melbourne, Australia, Baker IDI is a medical research institute born of the merger between the Baker Heart Research Institute and the International Diabetes Institute. Baker IDI needed a regular giving program that branded the new research entity while not destroying the good will generated by the old giving program, which was well known in Melbourne. B*United was the solution. Aimed at gaining new donors while not alienating existing donors, many of whom were elderly, B*United functions as both a call to action and a collective to which the donor feels a sense of belonging.