To further its growth, IAS asked us to develop a new identity, communication platform and membership strategy that would raise its profile amongst HIV medical community.

We created a more emotive and direct tone of voice to tell the real-life stories of HIV medics and their patients, highlighting the challenges they face together every day both in their work and in their personal lives. The identity brings a new lease of life to the iconic symbol of AIDS, the red ribbon. The new IAS identity symbolizes the voice of each IAS member and how they come together as a powerful movement to fight the disease. Thus it represents the voice of the individual as well as the collective. An individual voice and the voice of authority on the world stage.

The limited campaign palette of red, black and white provided the most legible and harmonious means for structuring information, whilst also remaining timeless.

As red is also synonymous with HIV we chose this as our key colour from the

identity palette.

As the IAS are based in Switzerland, the identity and therefore execution mirrors a Swiss style aesthetic. An emphasis on cleanliness, readability and objectivity were key to communicate progression.

The new logo retained the square form from the original identity and has now become an icon representing the spirit of progression. This spirit was continued through to the illustration style. Based on the logo shape and forms, we stylised known symbolic objects, thus creating a visual language instantly recognisable and iconic.

Hallmarks of this campaign are the asymmetric layouts, intriguing iconic visuals, ultimately decoded by hard-hitting serious facts; all elements integral to the core identity and tone of voice.

Increase relevance and impact in a digital world and bring IAS Membership to the heart of the organisation - to be recognised as the world’s largest association of HIV professionals.

Retaining and engaging IAS members and attracting new members through the association’s goals and work was a core ambition of this programme, so we developed a strategy to align IAS focus areas with members’ own interests, delivering an unrivaled wealth of knowledge, commitment and support that enables them to address one of the biggest challenges facing humankind today.