Red Hot is a not-for-profit organization dedicated to fighting HIV/AIDS through pop culture. Over the past 25 years over 500 artists, producers and directors have contributed to 20 compilation albums of original music, videos, events and media. This has furthered the conversation about the the AIDS epidemic as well as raised millions of dollars for organizations around the world.
Red Hot has an incredibly rich and interesting history. However, as it was never properly documented, was at risk of being lost. We came on board to help them refresh their identity and create a new digital archive of all their projects, to preserve all the work they had done. The new Red Hot website would not only allow the pubic to learn about the organization and it’s impact on the world, but would also serve as a central database for all the music, videos, and media Red Hot has produced over the years.
The identity system we developed channels the same energy and diversity of the projects the organization has produced. We repurposed archival photography from past projects, and combined those with a library of patterns we created. The high contrast black, white and red color palette became a unifying element, spanning across the timeline of Red Hot. The juxtaposition of old and new design elements creates a visual vocabulary that feels both familiar and unique, which is great, as that’s the been the persistent mission of Red Hot since the beginning.