Let’s Stop HIV Together
Public Health Campaign Branding & Design System
ROLE
Graphic Designer | Digital Design Strategist | Illustrator | Motion Designer
Let’s Stop HIV Together is the CDC’s flagship HIV awareness campaign, created to reach diverse communities with inclusive, stigma-free messaging. The campaign needed a cohesive brand system that could flex across platforms—from clinical to community—and adapt to shifting public health needs. Our design work focused on unifying the visual identity, creating scalable systems for social media and print, and establishing production standards to ensure consistency, clarity, and cultural relevance.
Brand System Refresh
The updated brand system balanced structure and adaptability—allowing us to maintain a consistent look and feel while flexing tone for a wide range of materials, audiences, and platforms. The system included revised typography, color hierarchy, layout grids, iconography, and tone guidelines that could scale from government partners to grassroots community organizations.
Production Guidelines
To support consistency at scale, we developed a robust brand production guide tailored to internal teams and external vendors. This included guidance on tone, layout, and color usage, but also went deeper—establishing detailed photography standards to ensure images reflected the campaign’s inclusive, stigma-free approach.
This guidance helped streamline production, reduced back-and-forth with partners, and ensured that visual outputs aligned with the campaign’s mission—whether on a billboard, social post, or print flyer.
MEDIA bUY
We created for efficiency and scalability of our digital campaigns. This allowed for greater creative output in short timelines, but also promote brand recognition.
SOCIAL MEDIA
Social media became a key channel for outreach, requiring a more agile and creative design system. As social media design lead, I helped establish a suite of modular templates and art-directed new series to engage audiences across platforms.
We created consistent visual frameworks for recurring content like prevention tips, awareness days, real stories, and health resources. The system allowed content to be both on-brand and adaptable—supporting English and Spanish versions, rapid campaign response, and visual clarity across formats.
