HIV Edmonton had the idea to hold pop-up fundraiser events to raise money for HIV Edmonton and their efforts toend stigma for those affected. They wanted the logo to be catchy, fun, and edgy to entice people to attend these short notice pop up events.
The Stick it to Stigma branding concept was created so that one core identity can work for different events and has a fun and eye-catching tone. The triangle in the icon is inspired from the host’s (HIV Edmonton) own identity. This is both giving a strong base shape to the icon as well as linking the events back to HIV Edmonton in a subtle way. The icon is easily adaptable to different events as shown above with curling, bowling and mini golf.