Mercury Phoenix Trust
Non-profit rebranding, event branding & digital ad campaign
INDUSTRY
Non-profit & design for good
SCOPE
Brand refresh, brand identity, logo design, copywriting, video editing, advertising
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How can an existing non-profit rebrand to leverage their unique positionality to spread awareness on AIDS and HIV?
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The Mercury Phoenix Trust takes a largely playful approach to raising money for grassroots organizations and communicating the importance of HIV/AIDS awareness: With expressive colors and humorous copywriting. The brand’s priorities are in maintaining Freddie Mercury’s vibrant legacy and his final wish of “Whatever you do, don’t make me boring,” while small funding grassroots organizations and spreading awareness.
The foundation provides over $18 million across 2k projects in 57+ countries. However, once logos, colors, and information are disseminated inconsistently across their brand assets their important message and reputability are lost amongst their audience even with extreme success in what they accomplish.
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Freddie Mercury’s non-profit organization, Mercury Phoenix Trust, will be rebranded to better represent Freddie Mercury’s legacy, spread awareness about HIV and AIDS and fundraise to support grassroots organizations. Branding will focus on creating consistency and brand recognizability across all platforms, continuing to use bold colors, and addressing accessibility concerns through typography and high-contrast legibility.
50 Years of Bohemian Rhapsody Concert
EVENT BRANDING
After rebranding, The Mercury Phoenix Trust should host a large-scale event to demonstrate their continued commitment to fundraising in innovative ways. Through a weekend-long music festival to fundraise for HIV and AIDS, the 50th anniversary of the release of Queen’s Bohemian Rhapsody (1975) will be celebrated to advertise and donate money to grassroots organizations fighting HIV and AIDS.
Talk, Test, Take Action.
AD CAMPAIGN
Objective/Purpose: Encourage people to speak up about HIV / AIDS, be proactive about testing and focus on its stigma and misinformation.
Messaging: “Some performances are cut short.” Emphasize the importance of talking, testing and taking action. Silence and stigma enable misinformation, while speaking up and being open saves lives.
Means: Show Freddie Mercury performance but cut it off suddenly with radio silence. Talk about how although treatment has improved exponentially, misinformation and stigma are silent killers.
YOUTUBE ADVERTISEMENT
INSTAGRAM ADVERTISEMENT
ROLLING STONES ADVERTISEMENT
