When an organization’s name no longer reflects who they are – or worse, becomes a barrier to access – it’s time for change.
That’s exactly what brought Southwest Center for HIV/AIDS to Javelina. As a leading provider of affirming, inclusive healthcare services in Arizona, they had grown far beyond their original focus and name. Their community had expanded. Their impact had deepened. But their name, associated explicitly with HIV/AIDS, limited growth – especially in moments that mattered, like a client receiving mail at home.
It was time to evolve. Together, we reimagined a brand that fully embraces who they are and the people they serve: welcoming, stigma-free, whole-person healthcare for all. We’re proud to introduce: Prisma Community Care.
More Than a Name Change
From our earliest conversations with the Prisma team, their priorities were clear:
- Make clients feel safe, seen, and embraced – especially those who have experienced discrimination in healthcare.
- Build brand trust with new audiences while staying rooted in their advocacy legacy.
- Eliminate confusion about who they serve and what they do.
- Present as a hub for whole-person wellness – not just a place you go when you’re sick.
Through thoughtful exploration and deep listening, we developed a name and identity that met this moment – and made space for everything they’re becoming.
Why Prisma?
A prism is a transparent object that refracts light, separating it into a full spectrum of color. It’s a simple shape with powerful properties: it transforms light, reveals what’s within, and illuminates the beauty of complexity.
Just like Prisma Community Care.
The name conveys:
- Energy – a dynamic, radiant force of care, advocacy, and healing.
- Diversity – a spectrum of identities, needs, and experiences.
- Whole-person wellness – physical, mental, emotional, and social health, all equally valued.
The radial icon at the center of their brand evokes the sun, light, and transformation. This is a place where people don’t just receive care, but step into possibility.
Centering What Matters Most
As Prisma’s new name and identity roll out, one thing hasn’t changed: their unwavering commitment to radically inclusive, affirming care.
Every day, they provide essential services – from primary and mental healthcare to case management and HIV prevention and treatment – to more than 7,000 people across Arizona. And they do it with compassion, creativity, and deep respect for every individual’s journey.
Their brand may be new. But their heart remains the same.
A New Chapter
For us at Javelina, it’s been a true privilege to partner with Prisma on this transformation. Their work inspires us, their team energized us, and their mission challenges all of us to imagine what’s possible when healthcare is led by love, not judgment.
We truly believe Prisma Community Care is the future of healthcare. And now, their brand reflects that future – one where who we are is celebrated and embraced in all spaces.
