Humane Society of Southern Wisconsin Rebranding
The Humane Society of Southern Wisconsin (HSSW) is a non-profit animal shelter providing animal welfare and rescue services, education, and advocacy programs. HSSW has expanded its programs to provide a variety of services to pet owners, including low-cost spay and neuter clinics, pet adoption, behavior training, and more. The organization is funded by private donations, grants, and fundraising events, and relies on the support of volunteers and community partners to carry out its mission. 
Brand Identity   |   Logo Design   |   Pattern Design   |   Label Design   |   Package Design   |   Illustration   |    Social Media   |   Web Design
Project Snapshot
HSSW wanted to increase brand recognition, enhance impact, and improve engagement. By achieving these goals, HSSW could continue to serve the community and improve the lives of animals in need. The organization aimed to position itself as a leader in animal welfare, increase its capacity to provide animal welfare and rescue services, and create a stronger connection with its stakeholders.
HSSW faced challenges related to lack of community awareness, increasing competition from other animal shelters, funding and resource limitations, evolving public attitudes towards animal welfare, and engagement with stakeholders such as donors, volunteers, and pet owners.
Research & Strategy
To address these challenges, I conducted research to identify the target audience, competitive landscape, brand positioning, brand attributes, and visual style that would best suit HSSW. The target audience of HSSW included pet owners, animal lovers, animal welfare advocates, donors, and volunteers. I identified that the animal shelter industry is highly competitive, with key players including the ASPCA and Best Friends Animal Society, among others.
Visual Style
To create a soft and gentle visual style that conveys the nurturing and caring nature of the shelter, I used muted colors, rounded edges, delicate line work, and imagery that conveys a sense of comfort and compassion. The aim was to create a visual style that would create a calming and welcoming atmosphere for both animals and visitors to the shelter. I developed a mood board that captured the look and feel of the brand, which was used to inform our design decisions.
To implement the new branding, I created a new logo that was modern, fresh, and friendly. I also developed new products including bedding, collars, tags, and packaging. I also created social media imagery for accounts on Facebook, Twitter, and Instagram to increase engagement with the community.
Outcomes Achieved
The updated branding has resulted in improved brand recognition, enhanced impact, and improved engagement from the community, along with brand consistency. This has allowed the organization to position itself as a leader in animal welfare and increase its capacity to provide animal welfare and rescue services.​​​​​​​
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