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Branding > 10.6 Integrated Identity Applications

Helseutvalget (Gay and Lesbian Health Norway)

by Bielke&Yang
Bronze

Brief
Helseutvalget wanted a refresh of their visual identity, website and printed materials, and gathering all initiatives under one profile. They wanted a modern, welcoming expression, lowering the threshold for contact. They were releasing a new DIY HIV-test; free, anonymous and easy-to-use for home use—completely new to the Norwegian market. The goal was to reach out to their existing target groups, while attracting a wider audience through a more inclusive and friendly identity.

Concept & Strategy
When developing the new visual identity we wanted to focus on interaction and dialogue between people. The new logo symbol shows two people who care for and love each other, while forming an H for Helseutvalget. The illustrations add a playfulness to content perceived as difficult and personal. The new visual identity is flexible enough to be used in corporate situations as well as in festivals and other arrangements. We wanted to develop a universe that feels welcoming, including but also informative. The main purpose of the website is to be a source of knowledge and information for the community,
and since the launch the amount of visitors has been quadrupled.

Background
Helseutvalget (Gay and Lesbian Health Norway) is a free health service promoting disease prevention for lesbians, gays and bisexuals as well as people who have sex with others of the same sex. They were originally founded in 1983 as a response to the HIV-epidemic. HU’s pilot project with a HIV-test for home use has been at the core when developing the new identity—aiming for those who rarely or have never before taken the test would order it through their website. In the week after the launch they received over 1000 orders for the HIV-test.

Agency
Credits
  • Creative Directors
  • Art Directors Martin Yang Stousland
  • Designers Martin Yang Stousland, Christian Bielke, Evan McGuinness
  • Illustrators Hedof
  • Photographers Kimm Saatvedt
  • Editors
  • Copywriters
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