Rebrand and Identity System
This project reimagines the ASPCA brand to emphasize optimism care and positive outcomes while staying rooted in its mission of animal protection.
Logo and Visual Language
The identity is built around a single arc form that represents protection and the transition toward safety and freedom and acts as the foundation for the full system.
Sub brands and System
A set of sub brands including Shelter Recover Relocate and Adopt creates a structured system that reflects each stage of the animal care journey while maintaining a unified visual language.
Website and Digital Experience
A website concept highlights the mission and key actions through clear navigation and an approachable tone designed to encourage engagement.
Social Media Campaign
A series of Instagram posts focuses on animal success stories connecting each narrative to a sub brand to reinforce impact and build emotional connection.
Adoption Guide
A take home journal provides new pet owners with care information and space to document their experience extending the brand into a personal and practical format.
Motion Graphic
The motion piece brings the identity to life through simple transitions that introduce the logo tagline and sub brands while reinforcing a sense of movement and progress.
Tone and Communication
Movement and pacing are used to maintain a light and optimistic tone while showing how the system works together across formats.
