Humane World for Animals Rebrand
Brand Identity · Creative Direction · Print & Digital
Project Summary
A new name and a new look, brought to life one piece at a time.
An outside agency led the discovery and testing that landed with a new name, then designed the identity. Our team stayed close the whole way through, with feedback and approvals at every step. Once the brand was ready, the real work began: remaking everything. Websites, donation forms, emails, digital ads, the magazine, printed materials, building signage, stationery, apparel, promo items, vehicles, and plenty more. I led our big crew of art directors, designers, project managers and freelancer to make the rollout happen, sometimes with my own hands in the files, to ensure every piece felt like Humane World for Animals and staff were set up for success on day one.
The brand guide that guides us every day
The brand guide became our go-to reference from the first day of rollout, and it still shapes decisions on our team daily. When a question comes up about a color, graphic treatments or how illustrations should look, that’s where we look first. We also built training, onboarding and a brand kit so new staff and outside vendors learn how the brand works and have everything needed to execute it seamlessly.
The Result
How are things post rebrand launch?
One of the rebrand’s biggest goals is working; people are associating Humane World for Animals with the work to end animal cruelty, with the confusion between HSUS and local shelters not transferring to the new brand. And in global markets, the new brand is already outperforming the legacy HSI brand.