Challenge
The Cascade AIDS Project (CAP) was introducing PrEP to the community, a new method of preventing HIV infection through the daily use of the pill Truvada. While PrEP was a critical healthcare advancement, it had a clinical and somewhat intimidating image. CAP needed to develop a visual brand that would make PrEP more approachable and welcoming to the community, given the sensitive nature of the topic.
The Cascade AIDS Project (CAP) was introducing PrEP to the community, a new method of preventing HIV infection through the daily use of the pill Truvada. While PrEP was a critical healthcare advancement, it had a clinical and somewhat intimidating image. CAP needed to develop a visual brand that would make PrEP more approachable and welcoming to the community, given the sensitive nature of the topic.
Solution
The new aesthetic incorporated CAP's existing brand elements, such as its color palette, while also giving PrEP its unique identity. To educate the community effectively, collateral materials were created in both English and Spanish. These materials aimed to provide clear and accessible information about PrEP, ensuring that the community was well-informed about this important healthcare advancement.
The new aesthetic incorporated CAP's existing brand elements, such as its color palette, while also giving PrEP its unique identity. To educate the community effectively, collateral materials were created in both English and Spanish. These materials aimed to provide clear and accessible information about PrEP, ensuring that the community was well-informed about this important healthcare advancement.
By developing a friendly and welcoming visual brand and providing informative collateral, CAP successfully transformed the perception of PrEP, making it more accessible and ensuring that the community had the knowledge needed to make informed decisions about their healthcare.
Initial Concepts
Final Design
Application
