The Approach

The brand-new #GenEndIt coalition sought an original brand identity and related collateral to support its official launch at the International AIDS Conference in Durban. We worked closely with #GenEndIt’s leadership to create a list of key stakeholders who could speak to the unique challenges and opportunities posed by the coalition. An account director, messaging strategist, and senior designer joined each call. We synthesized our findings into a strategic and creative brief to inform our design process.