Over the course of the last 30 years, AIDS Resource Center Ohio (ARC Ohio) has established itself as a leader in the prevention, treatment, and advocacy of HIV/AIDS. As advances in medicine transformed HIV into a chronic, treatable disease, ARC Ohio recognized an opportunity to expand its services into comprehensive primary, social, and behavioral health. The organization’s new, expanded mission was, “To be the gateway to good health for those at risk or affected by HIV/AIDS, for the LGBTQ community, and for those seeking a welcoming healthcare home.” To live up to this mission, Origo worked with the ARC Ohio leadership team to develop the new brand for the organization –most notably, the logo, as well as facilitated the process to help create the new name, Equitas Health, which comes from Latin origins, meaning justice, fairness, and equality. Once the brand was established, Origo created new brand guidelines on how to properly use the brand to ensure consistency through all communication methods. This included various templates for the Equitas Health team that would help them develop new materials and touchpoints for their brand--like advertisements, collateral, social media pages, posters, invites, and email signatures.