Chile Positivo is a non-profit organization focused on HIV awareness and education in Chile. The project aimed to challenge stigma, replace silence with information, and build a visual language that feels open, optimistic, and inclusive.
VISUAL DESIGNER
ART DIRECTOR
BRAND IDENTITY
ART DIRECTION
Communicating HIV-related topics requires care, clarity, and respect—while also demanding visibility and energy. Beyond creating a campaign, the core challenge was to design a flexible identity capable of evolving over time and being shaped by multiple voices. Rather than relying on photography or literal representation, illustration became the central tool. This approach allowed diversity to be expressed without stereotypes, while opening the system to collaboration with different designers and illustrators.
Bright colors, expressive shapes, and friendly characters define the visual system. The tone is optimistic and approachable, helping complex information feel accessible and human. Variation in style is treated not as inconsistency, but as a strength—reflecting individuality within a shared cause.
Application
The identity was applied across both physical and digital touchpoints. Printed brochures and informational materials translated key messages into clear, approachable content for in-person distribution, while social media pieces adapted the same visual language for ongoing digital education.
Content & Extensions
Merchandise and the website further extended the system, reinforcing recognition and consistency across platforms. Together, these applications demonstrate how the identity lives beyond a single campaign—remaining adaptable, active, and present in everyday contexts.
