After a year of research and development, AIDS Foundation Chicago (AFC) is proud to launch its new brand and identity.
In early 2019, AFC engaged People Who Care—a Chicago-based consultancy involving Black, LGBTQ+ identified designers, strategists and directors—to lead the rebranding effort.
AFC and People Who Care consulted with a wide array of stakeholders, including nonprofit partners, community members, Board members, staff and advocates through focus groups, interviews and surveys. This process engaged the community in a meaningful way and ultimately inspired AFC’s new brand direction.
AFC initially revealed the new logo to its community at its Annual Meeting on March 5, 2020, but then put a full rollout on hold as the organization transitioned to working remotely and providing new and continued services to help those impacted by the new coronavirus (COVID-19).