(RED)

A fresh brand that will inspire more people choose (RED) and save lives.

Insight

(RED) was founded by Bobby Shriver and Bono in 2006 to fight AIDS by partnering with the world’s greatest brands to create products and experiences that raise money and urgency for global health crises
Like the AIDS crisis in the early-mid 2000’s, the COVID-19 pandemic once again exposed the injustices surrounding global health. (RED) wanted to take its learnings from the AIDS fight – and also COVID-19 – to sharpen its brand proposition, develop hard-hitting messaging, and strengthen its visual ID to ensure maximum engagement and impact

Idea

Fighting health injustice
Injustice became the lead, galvanising idea for the new (RED) brand, because injustice is the planet’s biggest killer, not disease
An energising and urgent mission to bring companies and consumers together, to call injustice out, to see red and to choose (RED)
A powerful mission to attract likeminded partners (joining the ranks of Apple, Bank of America and Salesforce) to make preventable and treatable disease preventable and treatable for everyone

Identity

Inspired by (RED)’s iconic ‘parens’, the identity was built for digital first impact and flex – using colour, imagery, animation and type to cut through the noise and tap into the modern zeitgeist for purposeful giving and engaging with impact
The brand’s tone of voice is provocative and irreverent, but equally positive and playful. (RED) feels effortlessly modern and contemporary, a brand that thrives in the places young people love to be

Implementation