UPDATE STATUS WAS A BRAND PURPOSEFULLY DESIGNED TO BE ORDINARY.

In a market obsessed with social media and appearances, we developed a brand that blended in with the fashion conscious and aspirational. We took away the language that had previously made HIV testing a terrifying examination of your willingness to confront mortality and remade it into an everyday part of living a healthy lifestyle.

You go to the gym. You eat well. You go to the dentist. You get HIV tests. Testing is important, in the same way that everything else you do in life is important. And if you’re positive? It’s just another disease, and you get it treated.