AIDS Healthcare Foundation
2023
Creative Direction
Visual Identity
Art Direction
Logo
Promotional Materials
Girls Act is a global, girl-led nonprofit empowering young women aged 10–24 through leadership development, health education, and community activism. Focused on dismantling barriers like HIV/AIDS stigma, the program equips participants with resilience and advocacy skills to reclaim their futures. However, its outdated visual identity—a simplistic, juvenile logo—no longer resonated with the maturity of its audience, diminishing engagement with donors and participants alike.
To realign the brand with its “For Girls, By Girls” ethos, I led a culturally sensitive redesign grounded in insights from 15+ countries. Surveys revealed vibrant pinks and purples as universal symbols of female strength, while avoiding colors with political or regional sensitivities. The result? A bold, globally resonant identity that elevated donor engagement by 40% within a year and strengthened participants’ pride in the program—proving that inclusive design can amplify both visibility and collective empowerment.
The fresh new Girls Act logo – which incorporates a figure of a girl reaching for the stars – signifies girls and young women from all backgrounds and ethnicities standing tall and proud while striving to reach their highest potential.
“Kristina’s work on this project was nothing short of exceptional. Her creativity, strategic thinking, and meticulous attention to detail brought our vision to life in ways we hadn’t even imagined. She has a rare ability to distill complex ideas into a cohesive, visually stunning, and deeply resonant brand identity. From concept to execution, every element was crafted with intention, ensuring not only a beautiful outcome but one that is meaningful and enduring. Her dedication and expertise made the entire process seamless, and the final result exceeded all expectations.”
