The Black AIDS Institute (BAI) has been a national leader in ending the HIV/AIDS epidemic in Black communities for over 25 years.

Their visual identity felt revolutionary. Their mission was cultural. The disconnect was keeping them from reaching the next generation.

We approached the rebrand as a worldbuilding evolution — honoring 25 years of history while designing the next era of the movement.

We focused on three World Building pillars:

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 selfcare as a lifestyle, not just survival.
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.
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 touchpoints. The design language felt human, optimistic, and unapologetically Black.
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 and upcoming website — setting the tone for BAI’s next decade of impact on National AIDS Day, Dec. 1, 2025

bLACK AIDS INSTITUTE
“A Signature Relaunch”

Coming Soon