Positive Plus One came to us with a brand challenge. Their brand was essentially just their HIV+ dating app. They needed to shift from dating to building a community, reaching further and doing more to raise brand awareness and smash stigmas . . . The question was “how do we become the next body positive movement trailblazing the way for HIV+ acceptance?”
Through our OUTHINK™ brand strategy process, we asked the app community, partners and internal teams what the app means to them and what they want to see. We uncovered that we needed to showcase HIV positivity, get people to stop hiding from the world and wipe out the current detrimental misconceptions.
And how do we do that? By creating a brand that doesn’t take HIV or life too seriously.
