experiment three: afc
@aidschicago | AIDS FOUNDATION OF CHICAGO
AFC mobilizes communities to create equity and justice for people living with and vulnerable to HIV or chronic conditions. AFC strives to build a world in which new HIV infections are rare, and people living with HIV and chronic diseases thrive. AFC achieves its mission through a focus on four strategic priorities which include:
Advance health equity. We will increase access to high-quality, comprehensive prevention, care and housing services free from stigma.
Prevent new cases of HIV. We will reduce new HIV cases through innovative approaches to prevention, care, housing and education with a focus on most-impacted populations.
Serve as a collaboration and knowledge center. We will be a thought leader and resource center to create and share best practices, innovations, and models.
Be a bold voice for change. We will be a leading voice to transform systems and policies by mobilizing advocates and people living with HIV or chronic conditions.
Strengthen our organizational excellence. We will expand staff and board effectiveness and center our work in racial equity, diversity, and inclusion to achieve greater impact and increase resource development.
Project Objective
AIDS Foundation of Chicago is seeking a name modification and rebrand that will reposition them as a softer, more community-centered agency that is accessible, brave and pioneering. AFC arrived at this conclusion after Chicago-based consultancy, People Who Care, Inc. conducted a thorough brand audit that surveyed both internal and external stakeholders in the organization's mission, vision and strategic priorities. Ultimately, AFC is working with PWC toward evolving its brand beyond its corporatized demeanor while maintaining their legacy and status as a thought leader in the community.
Process & Methodology
Internal Brand Assessment
As part of the internal brand assessment, we will use a variety of the following qualitative and quantitative techniques to:
• Evaluate existing marketing strategies, materials, media and communications
• Engage with community members, key stakeholders and employees across multiple levels of your organization (i.e. such as interviews, focus groups, surveys)
• Establish the performance of your brand and its value across a variety of touch points
• Gather internal perceptions of your brand equity from 3-5 perspectives of engagement
• Explore how the organization believes it is currently positioned in the non-profit industry
• Collect strategies and best practices that align more closely with the expectations of your constituency • Discover your strengths, weaknesses, opportunities and threats
• Provide thorough insight on rebranding as it relates to impact, advocacy and mission
• Collect and review existing community and market research (i.e. brand/organization perception surveys)
External Brand Assessment
Based on the outcome of the internal brand audit, we will conduct an assessment of external audiences and their brand perceptions. Depending on AFC’s existing and/or ongoing research studies, our team will develop a market research program that may include any number of the following types of external studies: existing community perception, research on similar organizations, and prospective community attitudes and perceptions. All findings will be gathered into a official report that outlines its brand equity and relevance, effectiveness in activating prioritized communities, inspiring and engaging stakeholders, increasing overall social footprint across all channels of communication and the impact these findings have on the following recommendations:
• Maintaining its current brand and identity.
• Pursuing an identity refresh with no name change, or
• Activating a complete rebrand and name change.
name modification and rebrand
PWC will research the best strategic process to pursue a name modification for the AIDS Foundation of Chicago. The approved name modification will be developed with a 3-7 year use case.
After the name-modification has been approved PWC will design a logo that incorporates the new name and/or tagline for the AIDS Foundation of Chicago. The logo will be designed for digital and print use, in color and B/W formats (if applicable).
Results
Imperfection is humanity – it’s our greatest strength, and AFC is embracing the beauty of imperfection through its logo. Perfectionism is unachievable and drives discontentment. Perfectionism is a product of white supremacy culture, which must be dismantled to truly embrace racial equity. AFC represents the coming together of people – this process is imperfect; people are imperfect; this is where our power comes from...our collective and individual imperfections. The imperfect circle is the symbol of AFC’s strength in all its humanity and imperfections. We strive for impact, innovation, inspiration and quality, which we believe runs counter to perfectionism.
