05LetsStopAIDS Pride Campaign (In Progress)
2026
Responsibilities
Branding & Visual Identity
Signage
Packaging
Motion Design
Tools
Adobe After Effects
Adobe Illustrator
Adobe Photoshop
Figma
Recent design trends counteract the polished, hyper-clean minimalist graphics that have saturated users’ feeds for the past several years. With the continuing surge of AI, people are becoming increasingly drawn to naïve design that is imperfect, analogue, and expressive—characteristics that indicate a real person made it. Rather than mistakes to be fixed, shaky lines, misaligned elements, and smudges have become stylistic elements that carry an emotional impact.
Among these “imperfections” are ink bleeds, defined as the uncontrolled spreading or seeping of ink beyond its intended boundary on paper, resulting in a blurred or fuzzy appearance. The vectorized interpretation of the blotchy ink bleed effect produces an intersection between traditional and contemporary forms by balancing authenticity and efficiency.
Persona Overview
Target Demographic: Youth from the ages 15–29.
LetsStopAIDS puts a twist on charity. Youth are the powerhouse behind the strategy and development of each and every programme.
Let’s engage and mobilize youth leadership so that we can end new HIV transmissions. We ignite a movement of passionate young leaders dedicated to shaping a healthier, brighter future. This collectively has created a global network of Youth-HIV peer educators, who co-create solutions to form real and lasting
Applications In-Use
Website Banner
Condom Packaging
Postcard
Colour Palette
The brand colours intend on taking a subervise approach to the standard Pride flag colours. In the same way that sexual and gender diversity are considered through a spectrum, I wanted to curate a selection of colours that were “in-between’s” of these different binaries. For example— vermilion as representation between red and orange, and indigo as the mix between blue and purple. As a result, all of the colours of the rainbow are concisely showcased through the 3 dominant colours with a red-orange, yellow-green, and a blue-purple hue.
Primary Colours
Secondary ColoursPairing Accessibility
Typeface Family
Dx Monstral has a heavy weight that is appropriate as a display typeface to embody the strong voices that are highlighted during Pride month. While being a protest, Pride is also a celebration of life that embodies queer joy as an act of resistance. As such, the Smooth and Blur typefaces have soft, rounded edges that maintain a humanist warmth that evokes positivity, approachability, and playfulness.
Roboto is a clean, geometric typeface that offers a contrast from the fluid forms of Dx Monstral. Rather than prioritizing expression, it provides breathing space with high readability and consistency that is perfect for anchoring body text in designs.