BLACK AIDS INSTITUTE
Reimagining a Quarter Century Legacy Organization for a New Generation
Engagement Type: World Building
Sector: Nonprofit • Health Equity
DFS Role: Strategic Creative Lead
Scope: Brand • Web • Video • Campaign
The Black AIDS Institute (BAI) has been a national leader in ending the HIV/AIDS epidemic in Black communities for over 25 years. We approached this relaunch as a World Building evolution — honoring 25 years of history while designing the next era of the movement.
10+
identity assets repositioning a 25-year legacy for its next era
10
core website pages designed to give donors, partners, community — a clear pathway to act and resources
25 Yrs
of legacy — finally reintroduced with clarity, coherence + modern presence
THE WEBSITE ↓
The Challenge
A mission that matters.
A presence that hadn't caught up.
Black AIDS Institute has spent 25 years fighting for health equity in Black communities, building deep trust, national credibility, and a strong legacy of advocacy. The challenge was that their public-facing presence had not kept pace with the scale of their impact.
With a major anniversary approaching, they needed more than one-off campaign assets. Die Free Studios approached the 25th anniversary as a full organizational relaunch—building the strategy, messaging, creative direction, website structure, and digital assets needed to honor their history, communicate the next chapter, and move donors, supporters, partners, and community members toward action.
( WORLD BUILDING APPROACH )
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We worked with leadership to clarify the emotional heartbeat of the brand — moving from solely “awareness and prevention” to an embodiment of “Black health, joy, and future-building.” The new identity celebrated self-care as a lifestyle, not just survival.
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We reframed HIV/AIDS not as a medical issue, but as a cultural conversation about care, equity, and visibility in Black communities.
This shift helped them reach younger audiences who connect through shared identity, not fear-based messaging.
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The new three-in-one logo system and color palette became visual metaphors: the “B” shape mirrored a drop of blood — symbolizing vitality and legacy — while individual icons could stand alone across digital and print touch points. The design language felt human, optimistic, and unapologetically Black.
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The messaging framework was built around three forces — legacy, urgency, and next chapter — so every piece of copy across the site, campaign, and social could carry the same through-line.
The anniversary wasn't framed as a retrospective. It was framed as a reintroduction.
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Every Touchpoint Connected to One Campaign
We took a scattered digital ecosystem and brought it together through one relaunch campaign across all digital platforms.
Visuals and messaging aligned around one central idea, look, voice, and style.
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The rebrand became a catalyst for internal clarity and external momentum.
Perception Shift: BAI evolved from being perceived as a health nonprofit to a cultural authority on Black wellness and liberation.
Behavioral Shift: Younger audiences began engaging with their new campaigns and social content, signaling a generational bridge in their mission.
Momentum Indicator: The rebrand is set to anchor the launch of their 25th Anniversary campaign, setting the tone for BAI’s next decade of impact on National AIDS Day.
The Goal
From Legacy Health Non-Profit to Cultural Authority
The rebrand repositioned Black AIDS Institute from a legacy health nonprofit into a cultural authority on Black wellness and liberation—creating the internal clarity, generational relevance, and public momentum needed to launch its 25th Anniversary campaign and set the tone for its next decade of impact.
LOGO EXPLORATION ↓
Future Foundation
Built to Last Beyond the Anniversary
Everything we build was designed as infrastructure, not a one-time campaign. Black AIDS Institute now has the tools to show up consistently beyond the 25th anniversary, with a visual and narrative language that can support the next chapter of the organization's growth.
Full New Brand Guide↓