This project was developed in response to AVIS Mirano’s need to reposition itself as a welcoming, community-rooted organization in the Veneto region, while renewing its communication strategy to engage a younger generation of donors. I designed the core concept around the metaphor of a "home"—a symbol of belonging and inclusion. Stepping into the Casa Blu (Blue House) represents the first step on the journey toward becoming an AVIS blood donor.