AATB

Turning 50 Years of Progress Into a Platform for What’s Next in Tissue and Biologics 

Overview

As the Association for the Advancement of Tissue Banks approached its 50th anniversary, the organization had an opportunity to do more than celebrate its history. AATB was entering a new chapter, with an evolving brand, an expanding role across the tissue banking community, and a need to tell a clearer story about the progress, connection, and innovation shaping the field.

Mekanic partnered with AATB to help define that story and carry it across the organization, the AATB Foundation, and a major anniversary moment at its annual Congress.

Strategy

Our work centered on a forward-looking idea: the anniversary should serve as a catalyst, not a conclusion.

Mekanic developed core and expanded messaging that gave AATB a clearer way to articulate its role in connecting people, advancing innovation, and driving progress across the field. In parallel, we helped distinguish the AATB Foundation’s story, positioning research, education, data, and shared insight as forces that can move the profession forward.

That thinking came together under 50 Years Forward, a platform designed to honor what AATB had helped build while keeping the focus firmly on what comes next.

Tactics

Mekanic translated the strategy across a wide range of brand and event experiences, including core and expanded messaging, Foundation messaging, event storytelling, speeches, environmental graphics, collateral, and member-facing materials.

For AATB’s annual Congress, the work included a brand reveal video, anniversary messaging, stage and environmental copy, meter boards, walkway materials, honoree and member pin experiences, and supporting remarks for key moments throughout the event. Each piece was designed to reinforce a consistent story of connection, innovation, and progress while introducing the refreshed brand in a way that felt meaningful to the community.

Outcome

The work gave AATB a more cohesive platform for connecting its history, present role, and future ambitions.

Rather than treating the 50th anniversary as a standalone campaign, Mekanic helped turn the moment into a broader expression of where AATB is headed, with messaging and brand tools that can continue to support the organization and Foundation well beyond the anniversary year.