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Live Forward

The Challenge

Founded in 1987 by a group of Athens, Ga., residents, AIDS Athens has changed names several times as its mission and reach expanded and refocused through the years. In 2004 it once again became AIDS Athens to reaffirm and emphasize the mission to serve all local people infected or affected by HIV/AIDS, although they continued to serve counties outside of Athens. After evaluating their strategic vision goals as the organization prepared to begin its fourth decade, board members believed a new name was necessary to better reflect AIDS Athens’ broad range of services for the entire 10-county Northeast Georgia Health District.

How We Helped

Collaboration with the staff and board led us to a new name, and AIDS Athens became Live Forward. We created a tagline that was simple, strong and reflective of the nonprofit’s key focus areas: “Housing. Independence. Voice.” We designed a clean brand mark that captured the spirit of the name and mission, then applied it to print collateral. Our team also designed and developed a new responsive website, as well as a communications strategy, to unveil the new brand to the organization’s supporters and community at large.

“Forum Communications, Inc. met all of my communication and marketing needs during the rebranding of my agency. The staff was accessible and provided very personalized attention. Because of them the rebranding was a success.”

Cassandra Bray

– Interim Executive Director, Live Forward

All in the Details

The vision and dedication of AIDS Athens’ board of directors, staff and clients helped shape the messaging and branding that became Live Forward. After conducting focus groups and interviews with these key stakeholders, Forum’s team developed a name and tagline for the nonprofit’s rebrand that captured its clients’ journeys toward healthy outcomes, housing stability and independence. A warm color pallet was used to reflect the strength, compassion and courage of the organization and the people they help. The brand mark’s three forward slashes not only convey movement and the three pillars (housing, independence, voice), but also allude to roof lines for housing, which Live Forward believes is key in HIV/AIDS prevention and the ability to live a healthy life.

To complete the rebranding process, we applied the logo and brand mark to print collateral such as pull-up banners, rack cards and billboard artwork. We also created social media posts for the launch of the new brand, as well as wrote public service announcements and a press release to inform the community about the change.

What We Accomplished

Focus Groups

Logo & Tagline Development

Content Creation

Website Design & Development

Collateral Design including Stationary Package, Rack Card, Pull-Up Banners 

Social Media Plan

New Responsive Website