Orgullo

Brand Identity
Social Design

Orgullo Health is an organization that provides resources for gay men to get tested, obtain care, and learn ways to prevent Sexually Transmitted Diseases (STDs). Its goal is to increase testing rates among Latinx gay men.

The strategy is establishing a brand that builds trust with the LGBTQ+ and Latino communities. The brand identity elements, such as rainbow stripes and the lines on the STD finger prick test, are integrated into the brand touchpoints. The packaging also features triangles, paying homage to the ACT-UP movement and the activists who courageously fought for medical research and accessible care during the AIDS pandemic. The colors of neutral shades of brown represent the diverse skin tones found within the Latino community. The minimalistic design aesthetic aims to preserve 
discretion for men.