Branding and advertising for a no-kill animal welfare organization.
The Hudson Valley Humane Society of Rockland County, NY had no logo, no cohesive collateral. The website was static and did not allow for important updates such as available animals for adoption, events and news.
Because this is a no-kill shelter, the new brand identity is cheerful and speaks to the happy endings that their animals have. The whimsical logo was designed along with cohesive stationary such as letterhead, adoption forms and business cards. An adaptation of the logo was used to create a symbol for the Humane Law Enforcement division of the HVHS and carried out on agents ID badges. The publication “Pawssibilities” was created to let loyal donors and volunteers know about the accomplishments of the HVHS because of their help and to motivate them further. The printed piece appeals to HVHS’ older supporters who do not use the internet regularly. The covers feature paintings of animals from various famous artists throughout history, as well as up and coming artists. The website is user-friendly, carries the fresh color palette of the HVHS and allows for up-to-the-minute updates. The site generates more traffic, increases adoptions and gets more donations because it reaches animals lovers outside of the community as well. The overall HVHS rebrand received enormous positive feedback. The latest advertising campaign called “The Lucky Ones” is touching and powerful. The ads feature animals rescued by the HVHS and emphasize the importance of no-kill with strong and empowering copy. Supporting web banners were also created to increase awareness. The one-minute videos were produced for Facebook, resulting in hundreds of likes, shares and most importantly, more supporters for this great cause.
