Overview

SafeLink Alberta – previously HIV Community Link – is a non-profit group that supports people living with, or at risk of, HIV and other sexually transmitted or bloodborne infections. Offering resources, tools, and harm reduction programs, they sought to update their visual and written brands in order to better reflect their mission and better connect with the people who needed them most.

Challenge

To this day, there is a large stigma around people living with HIV and other similar conditions. Much of the language and terminology used shifts in acceptability over time. We had to ensure the brand and messaging was approachable and inviting to all, while maintaining the utmost respect, recognition of their difficulties, and no obstacles to access.

Insight

Based on our research phase, we adopted a "people-first" approach to create a brand that would put the safety and accessibility of the user at the forefront. We used calm but complementary colours, clear and direct statements, and strategically worked towards developing a more pronounced presence in southern Alberta’s communities to draw more attention from the people who could most benefit from SafeLink’s resources.  

Results

"Since launching the new name and brand in 2022, SafeLink has become a trusted hub for thousands of people looking for advice and assistance across southern Alberta," says WJ's Director of Growth, Stuart Karol, "The brand strengthens SafeLink's capacity to reach and support the people who need it the most, and increases their visibility as a partner of choice among potential sponsors, partners, and other stakeholders who could help expand and compound SafeLink's important impact."