Challenge
Care for the Culture is Gilead's campaign to make sexual health part of everyday conversation in Black and Brown communities, where stigma and fear still get in the way of HIV prevention. The campaign needed a digital home: a microsite that could carry real talk about PrEP and HIV testing without sounding like a pharmaceutical brochure.
Solution
We designed the microsite end to end: sitemap, wireframes and final visual design. The structure is built around two conversations, Let's Talk PrEP and Check On Your People, plus a content hub and direct links to HIV testing resources, so every path leads to a next step. The visual language takes the campaign's warmth, bold type and photography and turns it into a site that feels like community, not clinic.
Approach
Sitemap first, to keep a regulated pharma site simple. Then wireframes for every template, desktop and mobile, iterated with the campaign team through several rounds of updates. Final visual design shipped as a complete system, exit modals and site map included, ready for development.
Results
Care for the Culture is live at carefortheculture.com, carrying the campaign's message with the tone it deserves. Direct, warm, and useful for the people it was made for.
