The Opportunity:

AIDS Services Foundation Orange County has evolved over the decades. At the height of the 1980s AIDS epidemic, it helped people die with dignity, and by the late 2000s, it provided comprehensive social services for people living with or at risk for HIV and AIDS.

The Foundation’s goal had always been to end the HIV epidemic in Orange County through HIV prevention efforts and free testing services. But in 2016, ASF found that six people in Orange County were still being diagnosed with HIV each week. Their goal was zero, and they knew to that to achieve their goal, they needed a brand identity and message that supported their vision for the future.

Recognizing their need for a more welcoming, inclusive brand that removed the stigma of HIV and AIDS treatment, ASF partnered with our branding and public relations experts to drive its future vision.

The Solution:

We worked to provide ASF with a new public image, help it reach its goal of zero new HIV transmissions and support its vision of providing medical services to eradicate HIV and AIDS. The integrated strategy included:

  • Market research
  • Brand strategy and development
  • Graphic design
  • Trademarking support
  • Content and collateral creation
  • Media and stakeholder relations
  • Social media strategy and execution
  • Website design, development and deployment

The Results:

To reduce the stigma that kept some clients from accessing ASF’s services, we crafted a new brand identity: Radiant Health Centers. The tagline “Compassionate Care for All” enabled the former ASF to take the critical first step toward repositioning itself to support its goals. The new brand image also communicated the compassion and care that have been at the organization’s core for 32 years.

We revealed the brand during Radiant’s annual holiday event on World AIDS day and paired the unveiling with marquee media coverage, Radiant’s new website launch and real-time social media messaging to achieve a seamless brand transition. When all was said and done, patients, donors, and staff alike received the message with enthusiasm.