Building a community in a world of Borderless Hematology
Total Design partnered with the European Hematology Association (EHA) to enhance its identity as an open and connected community of professionals. Our work focused on developing a refreshed visual identity, refined brand positioning, a new digital platform, and branded experience for the EHA office. The collaboration also extended to brand assets for the EHA Congress, including signage and booth design.
Borderless Hematology expresses EHA’s mission to remove barriers, between countries, disciplines, and individuals, to foster collaboration and progress in hematology. It positions EHA not only as a scientific authority, but as a vibrant, accessible network that connects people both online and offline.
Borderless hematology means that the EHA network is not just about reaching across countries and timezones; it’s about creating a seamless exchange of knowledge, research and best practices. A world where everybody is welcome to share, learn and inspire. With one common goal: advance hematology and enhance the quality of life for people with blood disorders.
To support this vision, we created a bold, flexible visual identity and a user-centered digital design system. The overarching concept was translated across all touchpoints to reinforce EHA’s values and enhance the member experience.
Organic forms within the identity symbolize both the science of hematology and the strength of the EHA community: thousands of individuals coming together to research, educate, and care. Inspired by the nature of blood cells — fluid, connective, and always in motion — the design system reflects openness, movement, and shared purpose.
In parallel, we developed communication assets that help clearly convey EHA’s mission and voice. These included stories from members themselves, offering personal perspectives on what Borderless Hematology means to them and why it matters.
The digital platform is grounded in a member-driven structure — designed to organize and simplify content around user needs, and to support ongoing engagement with EHA and the wider community.
Together, these elements strengthen EHA’s identity and presence, while supporting its ongoing mission to connect, inspire, and advance the field of hematology.
Want to know more about this case? Contact Milio!
- Milo van der Meij
- Head of Team Campaigns
- +31 20 750 9483
- milo@totaldesign.com