Act Up PNG
Visual Identity ⋆ Art Direction ⋆ Graphic Design
Year: 2024
Organisation: Tribe Agency
Blurb: A visual identity package for ACT-UP PNG, a collaborative HIV health initiative between the Kirby Institute (UNSW) and the PNG Institute of Medical Research. The campaign centred on the globally recognised U=U message, with a focus on stigma reduction, treatment adherence, and culturally grounded communication. All illustration and design development was completed in-house (by Jen Li Wan).
The Brief & The Goal
The ACT-UP PNG initiative was a collaboration between the Kirby Institute (UNSW) and the PNG Institute of Medical Research, aiming to improve access to HIV treatment while tackling drug resistance and stigma. At its heart was the globally recognised message U=U (Undetectable = Untransmittable), a powerful call to shift long-held perceptions and encourage ongoing treatment adherence. Our task was to create a visual identity that not only reflected the medical rigour behind the campaign, but also resonated with the lived experiences of communities across Papua New Guinea. The goal was to produce a flexible, culturally grounded design system that could communicate complex health information with clarity, warmth, and dignity.
The Idea & The Magic
We led with a custom, character-led illustration suite that brought empathy and approachability to the forefront. Instead of clinical detachment or caricature, the visuals focused on something more human. A warm palette of reds, yellows, and oranges injected life and familiarity into the materials, intentionally challenging the cold sterility of conventional health communication. We paired this with Kit Rounded, a soft yet authoritative typeface that balanced legibility with personality. The system was built to be adaptable, working seamlessly across a range of formats, from clinical settings to community-facing collateral. This considered visual approach helped reframe HIV conversations with renewed clarity, compassion, and cultural relevance.
