When it comes to addressing the worldwide epidemic of AIDS and HIV, there are a number of barriers which NGOs can find themselves up against. From social to political and legal, many people living with the disease can find themselves marginalised and alone.
Leading global INGO, the International HIV/AIDS Alliance recently underwent a strategic and creative rebrand by BrandPie who created a new name, purpose and brand for the 25-year old charity, which is now known as Frontline AIDS.
The rebrand builds on the INGO’s heritage to focus on their core purpose which is eradicating the disease and finding innovative ways to do so. The new identity highlights the activism and innovation at the charity's heart.
The decision to change their name from the International HIV/AIDS Alliance to Frontline AIDS captures the INGO’s sense of urgency and recognises the need to be active on the frontlines of fighting this disease. Whilst the colourful declarative branding brings a renewed energy to their work, drawing similarities to the powerful signs and placards carried during the first waves of AIDS activism.