Strategic Brand Platform



The American Society of Minority Health and Transplant Professionals (ASMHTP) launched in 1992 to increasing organ and tissue donation within minority communities. By their fifteenth year of service, dramatic increases in organ donation rates, changing demographics, and declining membership led the organization to revisit their purpose.

The organization’s new name, the Association for Multicultural Affairs in Transplantation (AMAT), emanated from a new positioning focused on community needs and the strategic imperative to transform their valuable perspective into meaningful product. The new identity incorporated a prism to reflect the varying perspectives of the cause among African American, Hispanic, Asian-Pacific Islander and Native American communities.