Black AIDS Institute
25th Year Anniversary & Rebrand
CLIENT | Black AIDS Institute
PLACE | Los Angeles, CA + North Carolina
PROJECT | Website + Rebrand
Black AIDS Institute (BAI) had 25 years of national credibility, community impact, and history, but the milestone risked becoming a collection of anniversary assets rather than a clear next chapter.
Its legacy, current mission, programs, resources, donor pathways, and public content needed one cohesive system.
The Approach
Die Free Studios reframed what was originally a website redesign as the work needing to be a Signature Relaunch. This led brand and marketing strategy, narrative and creative, a refreshed identity system, and a phased website re-design and build.
The new ecosystem included a new logo, color palette, icons, social media visual direction, and a landing page for the relaunch. The next phase included a multi-page website build out to focus on the organizations highest priorities – donation, email pathways, social integration, and reusable campaign templates.
We treated the new website build as the central hub for Black AIDS Institute’s relaunch, not simply a visual refresh. The strategy translated 25 years of legacy into a clear, future-facing digital experience that connected its mission, impact, programs, resources, and pathways to action.
The Results
World building turned a one-time milestone into a reusable institutional ecosystem that could carry Black AIDS Institute’s (BAI) legacy, current work, and next chapter together.
Mission, impact, programs, resources, testing and support, contact, and giving now live inside one connected public experience.
Community members, supporters, donors, and partners have clearer pathways to understand the organization and take action.
The anniversary narrative and identity extend cohesively across the website, social content, and video.
Reusable templates and a supporting brand system reduce the need to reinvent the organization’s presence for each initiative.
A digital home to support the archives, future campaigns, and storytelling around what the organization continues to do… beyond the anniversary.