World AIDS Day is a global initiative to bring awareness to HIV and continue the fight to find a cure. For the last five years, I have been able to take part in AHF’s global marketing strategy.
Focused here is 2017’s design strategy. I designed the logo and implemented the look and feel across all major designs. This was the year I learned the most about what it takes to pull off a global strategy. It took a few months to flesh out the logo. From there, it was rolling out the advertisements and implementing the other key elements including talent photos and event details. Across each event, we modified the design to fit the city- but I made sure to keep the branding consistent.
Los Angeles, 2017
Star-studded events highlighted AHF’s combined World AIDS Day and 30th-anniversary celebrations in the U.S. Grammy-winning entertainment icon Mariah Carey, AHF Partner DJ Khaled, and singer Ne-Yo delighted fans at the historic Shrine Auditorium in Los Angeles.
Seeing as this year also marked AHF’s anniversary the design incorporated the AHF’s 30th logo. It was a challenge to incorporate this into the main design. It took time to develop a cohesive vision that balanced the top three priorities: highlight AHF’s success’s over the years, acknowledge the commemoration of World AIDS Day, and promote our talent for the event.
Miami
Grammy-nominated musician and actress Sheila E., reggae music great Yandel, and singer Becky G. performed their hits in Miami. The event carried the same look and feel but was held in an outdoor event.
Marketing strategy included social media promotion, out-of-home and print ads. The design remained consistent for Miami.
Taking it Global
The main theme for global activations was “Keep the Promise” with 30 participating countries. Design elements were catered to the various events including vibrant concerts, artistic performances, testing outreaches, and condom distribution. Each country program manager received a branding kit including the logo and color deck.
Each country ensured the branding remained consistent yet highlighted the unique characteristics of each country.
