Alliance for Positive Health

For 30 years, people throughout the eastern half of New York State depended on the AIDS Council of Northeastern New York to provide essential testing, counseling and support services.

And all involved – clients, staff, board and donors – grew very emotionally attached to the organization. So, when leadership decided the time had come to change the organization’s name, they knew they had to approach the project with great sensitivity.

The AIDS Council turned to POSTMKTG to work with a large in-house team to rename, reposition and relaunch its brand. The goal was to maintain equity while broadening the base of support.

To honor its history while promoting its expanded mission, on January 2, 2015, the AIDS Council of Northeastern New York changed its name to the Alliance for Positive Health.

In addition to a new logo, graphic standards and initial marketing ideas, POSTMKTG produced a brand launch video, which premiered on the big screen at the 2014 Beaujolais Nouveau Wine Celebration.