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How The Col­lected Works shaped a new iden­tity for HIV and AIDS char­ity, Red Hot

RED HOT IDEN­TITY by The Col­lected Works www.thecol­lect­ed­

Red Hot is a not-for-profit or­gan­i­sa­tion ded­i­cated to fight­ing HIV and 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 AIDS epi­demic and raised mil­lions of dol­lars for or­gan­i­sa­tions around the world. “Red Hot has an in­cred­i­bly rich and in­ter­est­ing his­tory. How­ever, as it was never prop­erly doc­u­mented, it was at risk of be­ing lost,” ex­plains Justin Colt, part­ner at The Col­lected Works, the agency which refreshed Red Hot’s iden­tity and cre­ated a new dig­i­tal archive of the char­ity’s projects. As the projects were so di­verse, the high con­trast black, white and red colour pal­ette be­came a uni­fy­ing el­e­ment, span­ning 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 been the per­sis­tent mis­sion of Red Hot since the be­gin­ning,” says Jose Fresneda, part­ner at The Col­lected Works.

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