To launch Ready, Set, PrEP, a groundbreaking new program that provides HIV prevention medication at no charge to people without prescription drug insurance, the U.S. Department of Health’s (HHS) Ending the HIV Epidemic (EHE) initiative required a visual identity that spoke to this momentous opportunity and the program’s potential impact on at-risk populations.

We created a logo and corresponding design system built on EHE’s bold, primary brand colors that communicated action and momentum while creating a sense of hope and optimism.