AIDS Healthcare Foundation
2023
Creative Direction
Visual Identity
Art Direction & Logo
Promotional Materials
Translations
In response to the rise in tuberculosis (TB) cases in 2022 and prior years, we launched the We Can End TB campaign to educate the public on the link between TB and HIV. As co-infections, TB and HIV pose a significant health threat, making it essential to address them together. With World TB Day as our launchpad, we ensured the campaign aligned with our mission while delivering clear, accessible messaging. I led the creative direction and full design execution, developing the campaign logo, illustrations, and event visuals—including promotional materials that reinforced awareness.
Using our signature bold colors, typography, and messaging, we created eye-catching educational materials—flyers, posters, handouts, panel posters, and trifolds—distributed across clinics worldwide. To ensure cultural relevance, we localized imagery for each region, making the materials feel inclusive and engaging. The campaign’s illustrated approach softened the typically serious tone of TB awareness, making the information more digestible. The response was overwhelmingly positive, proving that impactful design can drive awareness and action in global health initiatives.
I designed the campaign’s official logo to be a clear, recognizable, and unifying visual identity. The goal was to keep it minimal, using our brand’s preferred typography and a simple lung icon that remained legible at any scale and adaptable to any color scheme. While separate from the event signage, the logo became a key branding element across educational materials, promotional items, and digital platforms. It was also prominently featured on the campaign website, ensuring consistency for patients and our partners.
