Charged with infusing brand awareness into the American Red Cross’s existing Chicago regional headquarters, Gensler implemented visual storytelling to demonstrate the organization’s core work and mission, while also honoring the generosity of donors and volunteers. New large-scale banners showcase the organization’s primary services, with story panels providing an in-depth look at each. Multiple “tour stops” throughout the space showcase Red Cross history and describe the full range of its activities. At an accessible touch-screen kiosk, visitors are invited to participate by donating blood, volunteering or taking a class. Easily updated LED tickers throughout the space recognize donors and help foster a community of service.