The Opportunity

Founded in 1985, AIDS Services Foundation Orange County had evolved over the decades. It went from helping people die with dignity, at the height of the AIDS epidemic in the 1980’s, to providing comprehensive social services for people living with or at risk for HIV and AIDS in the late 2000’s.

Its goal had always been to end the HIV epidemic in Orange County, and it had made great strides over the years with its free HIV testing services, outreach and prevention efforts. However, in 2016, its leadership looked at the numbers: six people a week in Orange County were still being diagnosed with HIV. Their goal was zero, and they committed to doing what was necessary to achieve that goal.  This included evolving the services they provided—like adding Hep C testing and expanding their mental health services to serve LGBT community members in crisis. It also included evaluating their brand to make sure that it too supported their vision for the future.

They recognized that their brand no longer reflected who they were or what they did. They saw the need to create a more welcoming, inclusive brand that removed barriers to treatment for their audience such as stigma as well as lack of access to medications that can prevent HIV transmissions and other health services.

The Solution

ASF partnered with (W)right On Communications to evaluate its existing brand and position the organization to effectively reach its goal of zero new HIV transmissions and support its vision of providing medical and pharmacy services to eradicate HIV and AIDS. The integrated strategy included:

  • Market research
  • Brand strategy
  • Brand development
  • Graphic design
  • Trademarking support
  • Content and collateral development
  • Media relations
  • Social media strategy and execution
  • Stakeholder relations
  • Website design, development and deployment
  • Copy writing

The Results

(W)right On Communications researched and crafted a new brand identity: Radiant Health Centers. The brand and tagline, “Compassionate Care for All,” enabled the former ASF to take the critical first step towards repositioning the organization to support its goals. The welcoming and inclusive brand was intended to also reduce the stigma that kept some clients from accessing its services earlier, which would help bring more people into its care. Additionally, the brand communicated the compassion and care that have been at the organization’s core over the past 32 years.

The new Radiant Health Centers brand was enthusiastically received by donors, clients and staff. The brand was revealed during the organization’s annual holiday event on World AIDS Day with marquee media coverage, the launch of its new website, real-time social media messaging and the roll-out of comprehensively redeveloped organizational collateral to achieve a seamless brand transition.