Mortar | San Francisco AIDS Foundation

The Face of the Fight
Mortar Unveils New Corporate Identity For San Francisco AIDS Foundation

– Mortar, a San Francisco-based integrated communications agency, is honored to have partnered with the San Francisco AIDS Foundation to create a new brand identity for the organization, reminding the community that the fight against HIV/AIDS is definitely not over.

Enormous progress has been made in HIV treatment and the public policy surrounding it. But that doesn’t mean HIV and AIDS have gone away. In fact, the number of new HIV infections continues to climb worldwide, and the Bay Area is no exception. To illustrate the need to pioneer and promote new methods of HIV prevention, Mortar and the San Francisco AIDS Foundation have created a new corporate identity - one designed to serve notice to everyone who sees it that HIV and AIDS are still touching millions of lives around the world. The stark, uncompromising design – featuring a photo essay of individual faces exhibiting a range of emotions - awakens audiences to the gravity and severity of the Foundation’s continuing fight.



The Face of the Fight Mortar Unveils New Corporate Identity For San Francisco AIDS Foundation San Francisco, CA (January 28, 2009) – Mortar, a San Francisco-based integrated communications agency, is honored to have partnered with the San Francisco AIDS Foundation to create a new brand identity for the organization, reminding the community that the fight against HIV/AIDS is definitely not over. Enormous progress has been made in HIV treatment and the public policy surrounding it. But that doesn’t mean HIV and AIDS have gone away. In fact, the number of new HIV infections continues to climb worldwide, and the Bay Area is no exception. To illustrate the need to pioneer and promote new methods of HIV prevention, Mortar and the San Francisco AIDS Foundation have created a new corporate identity - one designed to serve notice to everyone who sees it that HIV and AIDS are still touching millions of lives around the world. The stark, uncompromising design – featuring a photo essay of individual faces exhibiting a range of emotions - awakens audiences to the gravity and severity of the Foundation’s continuing fight. View Work:

Video	Logo Redesign	Stationery 1	Stationery 2
For more information about the San Francisco AIDS Foundation please visit the official website at www.sfaf.org. For more information about Mortar please visit www.mortaragency.com. Photography by Dave Keller www.dmkeller.com. About San Francisco AIDS Foundation The San Francisco AIDS Foundation provides leadership to prevent new HIV infections. Linking community experience with science, the Foundation develops ground-breaking prevention programs and bold policy initiatives to promote health and create sustainable progress against HIV. Established in 1982, the Foundation refuses to accept that HIV transmission is inevitable. About Mortar Mortar is a new San Francisco-based brand communications agency dedicated to helping organizations make emotional connections with today’s jaded, media-savvy consumers. Mortar’s unorthodox approach typically combines street-level research, integrated strategy, online and offline advertising, public relations, and immersive tactics that defy boundaries and amplify budgets. Details at: www.mortaragency.com. Contacts: Jamie Fishler Mortar PR 415-772-9907 x117 jamie@mortarpr.com