amfAR needed a flexible design system to better manage its brand and help designers, producers and extended staff utilize the new brand system.

amfAR had a fairly common problem: they had no defined system for their brand. They had just launched a new site and were comfortable with their logo but the materials simply didn’t hang together. Their brand needed rationalization. Mindful of brand equities, I refined the brand visual language (logo usage, structure, colors, typography, etc.) and established a system that existing materials could fit into and create direction for new ones. The rules were all defined in a brand manual to be used by in-house and contract designers alike.