San Francisco AIDS Foundation:
Since its inception in 1982, the San Francisco AIDS Foundation has been a beacon of hope in the global stand against HIV/AIDS. But while the landscape of the pandemic had changed, the Foundation’s identity hadn’t.
Correspondingly, the Foundation’s relevance and energy had faltered.
We hit the streets of San Francisco to engage donors, staff, clients, community leaders and AIDS event participants. We searched for the truth of the organization: how it was viewed, its value in the community, perceptions – and misperceptions. What emerged was clear: SFAF had almost lost its humanity.
So we created a new identity for the organization that focused—single minded—on humanity. Literally. The new identity system—logo, business cards, email signatures, outdoor signage— contain San Francisco AIDS Foundation’s past, present and future integrated and inseparable from the community of San Francisco. We also streamlined their complicated program architecture and delivered a new, more compelling way to talk about the Foundation and the fight against HIV/AIDS.
The impact of the Foundation is monumental. Crockett was honored to have participated in creating an identity worthy of the Foundation’s name.
But we didn’t stop there. The Foundation has fostered a strong community of athletes and volunteers with its offerings of endurance events to benefit the HIV/ AIDS cause—the AIDS/LifeCycle, AIDS Marathon, Seismic Challenge, and more.
We unified these events by naming and creating an umbrella brand: >1 (Greater Than One) that has enabled the Foundation to engage even more individuals in more events throughout the year.