Blood is Blood

Created at Mother New York
Role: Concept, Art Direction, Design
Creatives: Niamh Grunfeld, Jess Yan
CD: Craig Love

In celebration of LGBTQ Pride Month, we worked with Mother’s gay employees to launch the Blood Is Blood tee, a shirt printed using the blood of Mother’s gay male employees to bring attention to the discrimination of blood donation based on sexual orientation.

Blood Is Blood was created in partnership with iconic LGBTQ health center, Callen-Lorde, international contemporary artist and color expert, Stuart Semple and innovative gender neutral retailer and community hub, The Phluid Project.

Featured on Paper Magazine, OUT, Pink News, Reuters, and more…

We worked directly with artist Stuart Semple to create the first Screen Printing Ink made with gay blood.

We then used the ink to make shirts and set up a proper photo shoot referencing the color and physicality of our shirt.

Press kits were sent out to our Pride influencers to spread the word.

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Our shirts were sold exclusively at The Phluid Project, the world’s first gender-neutral boutique, and sold out immediately.
All proceeds went to Callen-Lorde to help fund medical services for the LGBTQ+ community and raise awareness of our cause.