Peel HIV/AIDS Network (PHAN) was rapidly expanding beyond the HIV/AIDS impacted community to serve a broader audience. The name “Peel HIV/AIDS Network” was considered very polarizing and created a barrier for those impacted or at risk but not wanting to associate with term HIV/AIDS. Therefore, a new name was needed.

BTI came up with over 100 potential names that were then narrowed down to a handful of standouts which were then taken to focus groups where one name emerged as a clear favourite – Moyo. Moyo is Swahili for life, heart, and spirit. The perfect summation of how the organization tries to help individuals holistically. From there a logo was hand-crafted to symbolize Moyo’s meaning. Life, heart, and spirit were incorporated as overlapping icons – but could also stand on their own. These brand icons were also used in repeating background patterns. The Moyo website needed to encapsulate storytelling as well as being a source for community resources and information. Users could choose their own journey based on where they wanted to go. Moyo launched with transit posters that packed an emotional punch. The ads signed off with a custom url that lead to a unique landing page on the new Moyo website.  

The re-brand became real news for the communities Moyo serves. The Mayors from both Mississauga (population 825,000+) and Brampton (population 600,000+) called press conferences to announce the name change by revealing the ads to the public.