with Trellis HIV and Community Care
Naming, Brand Design, Website Design, Website Development, SEO
Trellis HIV & Community Care (formerly HARS) provides comprehensive services in Kingston and South Eastern Ontario including education, prevention, and support for people living with, at risk of, or affected by HIV/AIDS and other sexually transmitted bloodborne infections (STBBIs). In addition, Trellis is committed to advocating for broader social change to reduce stigma and discrimination. Our relationship with Trellis began as a rebranding exercise, starting with a new name to better represent their growing and evolving service offerings. Loop worked closely with the Trellis team to represent their strong vision and communicate their approach through an engaging brand and clear website.
The iconic HIV/AIDS ribbon is created by two joining hands, representing the relationship between Trellis and the community. The addition of the colour purple connects the logo to harm reduction, creating a visual connection to Trellis’ service offerings.
A Trellis of Support
With roots in the HIV/AIDS movement, Trellis HIV and Community Care wanted to highlight and celebrate their history in advocacy and care spaces while making room for Community Care and Harm Reduction which together form Trellis’ current offering. The HIV/AIDS ribbon is created by two joining hands, representing the mutual relationship between Trellis and the community. The addition of the colour purple also connects the logo to harm reduction, creating a visual connection to Trellis’ service offerings.
In addition to a new name and logo, a bold and flexible graphic system, inspired by shape and function of a garden trellis extends the journey of growth and support, and is the foundation for the visual brand language.
Supporting the Journey
Trellis uses a series of dynamic custom graphic elements to create a vibrant and consistent look across different applications. These graphic devices take the form of a trellis illustration that becomes a series of holding shapes which can be used to frame and highlight content. The full trellis can also be used as smaller slices and assembled in various orientations and colour combinations to add a gentle brand pop to any application. Adding a segment of the trellis onto social media posts, reports, promotions, and on the website makes for an easily recognizable brand online and offline that community members can connect with.
A combination of a bolder and narrow sans serif font with a welcoming and open workhorse font creates a dynamic system that is able to bridge the gap between activism and community hub.The fonts were inspired by advocacy banners and signage used during the HIV/AIDS movements of the 80’s and 90’s.
The trellis of support is accompanied by a library of icons to help visually communicate Trellis’ various services and focus areas. The bold and simple icons can add visual punch to an application.
Social media is an important channel for sharing and support for the Trellis community. Extending the brand language to apply to social media posts creates a varied and engaging set of graphics that stand out amongst the rest.
An on-the-ground organization like Trellis HIV and Community Care relies on their website as a critical space to communicate updates, service offerings, and locations with the community. The website opens key doors to fostering and engaging the people most impacted by systemic challenges. Visitors can find information quickly about services and programs offered, upcoming events, ways to get involved and the organization’s storied history.
From Empathy to Impact
The new brand and website for Trellis HIV and Community Care has been rolled out with great energy and success.
Thank you Trellis!