The blood collection industry is an interesting one. Often in crisis due to donor shortages and escalating costs, yet typically slow to adopt potentially time- and labor-saving technologies. Our experience in blood collection started with the launch of a sophisticated automated blood collection instrument for Baxter Transfusion Therapies, and then grew to a rebranding effort for the entire Baxter business unit. When Fenwal broke away from Baxter to reestablish itself as an independent company, they took us with them. We created the new Fenwal identity and applied it to their Web presence, whole blood collection supplies, advanced technologies, and more.