ASPCA
Not-for-profit campaign for the American Society for the Prevention of Cruelty to Animals.
ABOUT
Founded in 1866, the ASPCA has been dedicated to animal welfare longer than any of us have been alive. Steeped in a rich history, the ASPCA was in the process of launching a new campaign that appeals to a new generation of animal lovers.
I was tasked with the challenge of designing a standalone campaign, including fine-tuning the brand’s messaging, honing a younger tone of voice, enhancing visual communication methods, generating a heightened social media presence and much more.
REQUIREMENTS
Through my research, I uncovered several areas of improvement for the ASPCA and how these challenges could be tackled through a visual campaign.
ASPCA required me to enhance their current brand messaging, reaching a newer, younger demographic, while still staying true to their 150+ year old history. They needed to tap into this new tone of voice, raising brand awareness of the ASPCA and encouraging animal adoptions.
RESULT
The resulting campaign is a fun and silly, yet effective package of brand messaging, utilizing a fresh tone of voice, generating awareness of the ASPCA and boosting animal adoptions.
TOOLS
Tools used for this project include Adobe InDesign, Illustrator, Photoshop and Figma. I worked on this project solo during my time at Shillington.