The Project
Advertising is pretty sus to Gen-Z. So we dug into research and trends to bring a whole new vibe to BioLife, one that matches the Gen-Z aesthetic. We mixed more expressive layouts, bold typography, Gen-Z speak, and an absolute refusal to capitalize headlines or utilize normal punctuation together.

The Result
The work drove a 20% lift in reach among 18-24-year-olds, with 83% of signups coming from women. 1.5M loyalty members enrolled in the first 100 days. 75% of donors opted into the program. 31% improvement in cost per media attributed profiles.

The work also won DMH an American Graphic Design Award in 2025.

Agency: DMH / Associate Creative Director: Erica Gonzales, Freelance Copywriter: Matt Stacks
Client: Biolife Plasma Services