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International AIDS Society rebrands with focus on patient stories

The Partners Health revamps branding as part of marketing drive
International AIDS Society rebrand

The International AIDS Society (IAS) has launched its newly-refreshed brand identity in a marketing drive engineered by healthcare branding agency The Partners Health.

The new brand outlook brings people to the forefront of the IAS' narrative, giving the everyday stories of people living with and working to combat the disease a platform.

Through the people-centric strategy, the brand consultancy hopes to raise awareness and encourage public engagement in the fight against AIDS, offering an emotive counterpoint to the more clinical discourse of scientific advancement.

Margaret Wolhuter, managing director of The Partners Health, explained that this shift was necessary as “the challenge for AIDS is changing”.

“Where once we fought a universal killer disease, increasingly the enemy is apathy, complacency, prejudice, ignorance and poverty,” she continued.

Commenting on how the team looked to meet this challenge through the rebrand, Wolhuter said: “It was extremely important for us to reflect the IAS' deeply personal, human connection in our work.

“The new strategy and design represent the humanity at the centre of the IAS brand and will help the organisation to grow further in their response to one of the biggest challenges facing humankind today.”

The re-design - which includes the IAS' logo - will be used across online forums, print and marketing materials. It features the iconic red ribbon at its heart, symbolising “the voice of individual IAS members and how they come together as a powerful movement”, according to The Partners Health.

IAS executive director Owen Ryan said: “As a membership-driven organisation, we have a responsibility to be a collective voice for change that highlights the perspectives and opinions of our members.

“The Partners Health has done a marvelous job in capturing this human and emotive aspect of our work that is now reflected in every bit of our brand.”

The revamped IAS brand was revealed at the 21st International AIDS Conference this week, which is underway in Durban, South Africa from 18-22 July 2016.

Article by
Rebecca Clifford

19th July 2016

From: Marketing

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