With medical treatments advancing, and public concern about HIV/AIDS slipping, one of Sydney’s oldest HIV charities has decided to give itself a makeover.

The Bobby Goldsmith Foundation (BGF) launched its new branding this week, in an effort to better communicate the nature of its work.

BGF chief executive officer, Bev Lange, told Sydney Star Observer the new look followed feedback that BGF’s brand and its events needed to be refreshed.

Lange said the new branding was designed to convey BGF’s work more effectively.

Part of this process is about better communicating what BGF does, and to emphasise that what we do is very practical, it’s at times extremely emotional, and it’s underpinned by strong financial support, Lange said.

Traditionally BGF focused on care for the dying, but new treatments created a need for longer-term assistance, Lange said.

The updated look also responded to a perception that HIV/AIDS was no longer a major issue.

I think there’s been a sense that in the last couple of years people have become complacent, Lange said.

To some extent, the new logo helps us reinject a sense of urgency and relevance into the communications that we generate.

Tying in with the new branding are changes to key BGF events, including the former Shop Yourself Stupid, which has become Retail Therapy and will be part of the East Sydney Festival on 26 February.

BGF’s reserved Mardi Gras parade seating, meanwhile, has changed location to Flinders St, between Moore Park Rd and Albion St, and will now be known as Glamstand.

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