Fitting in but standing out

National AIDS Trust

About the client

National AIDS Trust is a leading HIV charity, working to prevent new HIV infections, end stigma around HIV and secure rights for people living with HIV or at risk of contracting it.

The brief

Following a successful pitch, we were tasked with creating a new brand identity and accompanying brand descriptor. The brief stipulated that the colour red and the ‘crossed ribbon’ emblem should both be retained in some form, as they have become part of the prevailing visual language around HIV.

What we delivered

We redrew the ‘crossed ribbon’ to give it a more distinctive and ownable form, enabling National AIDS trust to stand out in the sector. We also provided straight sections of ribbon as flexible devices for future use. A colour palette comprising three complimentary shades of red add some energy into the identity.

The photography palette has been built around people, to emphasise the core, human aspect of the charity’s work.

We worked closely with National AIDS Trust to develop a brand descriptor that succinctly captures the thrust of their work, and to enhance their brand voice.

What the client said

Sherlock has been excellent to work with and everyone at National AIDS Trust has found the whole process rewarding and enjoyable. Right from Sherlock’s first pitch they presented us with engaging and eye-catching concepts which showed they really understood our brand and where we wanted to go. A big selling point is that everyone at Sherlock is flexible, communicative and willing to go the extra mile to achieve the best possible outcome. 

“We all love our dynamic and exciting new rebrand, Sherlock’s captured our new strategic direction brilliantly. We wouldn’t hesitate to recommend working with Sherlock to others looking for that little bit more.” Deborah Gold, Chief Executive of National AIDS Trust

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