Sonja Fritz

Index

(RED)





Credits
HBM! – New York, 2022I had the privilege of contributing to the rebranding efforts of (RED), an organization founded by Bono and Bobby Shriver. The orgaisation partners with the world's most iconic brands and people to create products and experiences that fight AIDS and the injustices that enable pandemics to thrive.

In order to maintain its relevance in a rapidly changing market, the rebrand draws inspiration from (RED) 's iconic parentheses symbol, emphasizing the organization's digital influence and adaptability. This reimagined identity incorporates vibrant colours, captivating visuals, dynamic animations, and distinctive typography, all of which stand out in today's culture of purpose-driven giving and engagement.
The tone of (RED) is both thought-provoking and playful, making it particularly appealing to a youthful audience while retaining a modern essence.
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