The Ask: How can a New York non-profit credited with drastically reducing the HIV/AIDS epidemic of the early 1990’s–as rebrand as a modern-day, Millenial/Gen-Z focused community mental health/STD/drug abuse support system.

The Solution: I designed an ownable mark, evoking an individual different from the social norms of society — but still a part of and relying on it. A memorable mark that embraces all walks of life, as well as a community and system to exist within. Approachable and functional typography with a punch, a revised brand voice, refreshed website, photography POV, and marketing materials all helped introduce the brand to major communities across New York State.