Aids for Aids offer an integrated approach to HIV management, acting as the care coordinator between funders, doctors, pathology laboratories, pharmacies and patients. In 2012 the AFA moved from being a product offering within a larger group to that of a stand-alone brand. Their plan is to create sustainable health through risk management and outcomes improvement for HIV positive lives, Ensuring that ‘AfA’-registered individuals have a significantly increased likelihood of living longer and leading more productive lives.
What we were tasked with:
Borrowing from the well-established image of the HIV and AIDs ribbon, while attempting to stand out, be accessible and represent the core values of AFA. A unique offering, the brand needed to appeal to individuals and corporates with the key premise of personalisation and support. The tagline, Your life, Our life, formed part of the key brand direction, relaying the unique attribute of the brand – the personal touch. It was about challenging perceptions around Aids as being a solitary disease and providing a support network around people living with Aids, giving them hope that through managed care, people can live long and fulfilled lives.
We started by creating a brand story for the brand that catered for different audiences and showed the true individualised story of the AFA. Our solution to the task was manipulating the HIV/AIDS ribbon hinting at infinity and representative of the various possibilities available for someone with that condition. The red ribbon flows in a curved, organic manner, reminiscent of the less structured nature of humans, as well as the flexibility of AFA.