Next Boffin & Fundi
The Adolescent AIDS Program
Graphic design, Art Direction, Brand Identity
Based in The Bronx, New York, The Adolescent AIDS Program (AAP) holds the distinction of being the nation’s first adolescent-focused HIV/AIDS center for clinical care and supportive services. A model multidisciplinary program which strives to maximize the health of all young people living with and affected by HIV as well as LGBTQ youth, and to inspire them to reach their full potential.
Objective
Crafting an exciting, vibrant brand identity.
Initially assigned with the creation of a brochure for the esteemed group of individuals at the Adolescent AIDS Program, our objective was to craft a concise and engaging piece. To achieve this, we implemented the theme “You Be You”. The result was exceptional, as it not only garnered immediate attention but also served as the foundation for the program’s brand identity.
Solution
The Adolescent AIDS Program brand design was inspired by the colourful representation of the LGBTQ community, specifically the rainbow flag. However, utilising the rainbow as the colour palette would have been bad branding practice. Instead, a harmonious colour palette was created to promote solidarity, individualism, and acceptance. The Montefiore hospital colour palette of navy and pink was used as a basis for the gradient, which enlivened the atmosphere created by using these colours alone. The "You Be You" concept centred on creating the graphic element "YOU" which overlay on the navy and pink gradient. Headlines in yellow were used to highlight the uniqueness of individuals while emphasising the welcoming nature of The Adolescent AIDS Program. Overall, the branding design was highly praised by both client and employees.
LEADERS
IN
LGBTQ
CARE
Objective
Crafting an exciting, vibrant brand identity.
Initially assigned with the creation of a brochure for the esteemed group of individuals at the Adolescent AIDS Program, our objective was to craft a concise and engaging piece. To achieve this, we implemented the theme “You Be You”. The result was exceptional, as it not only garnered immediate attention but also served as the foundation for the program’s brand identity.
Solution
The Adolescent AIDS Program brand design was inspired by the colourful representation of the LGBTQ community, specifically the rainbow flag. However, utilising the rainbow as the colour palette would have been bad branding practice. Instead, a harmonious colour palette was created to promote solidarity, individualism, and acceptance. The Montefiore hospital colour palette of navy and pink was used as a basis for the gradient, which enlivened the atmosphere created by using these colours alone. The "You Be You" concept centred on creating the graphic element "YOU" which overlay on the navy and pink gradient. Headlines in yellow were used to highlight the uniqueness of individuals while emphasising the welcoming nature of The Adolescent AIDS Program. Overall, the branding design was highly praised by both client and employees.
