JOYBOUND
Getting attached.
CHALLENGE
More than 30 years ago, a small group of volunteers came together to create Animal Rescue Foundation aimed at helping cats and dogs in the Bay Area find loving homes. In the preceding decades, the organization grew from a small local animal rescue shelter to a nationally recognized leader leveraging the science behind the human-animal bond in their work. They also outgrew their brand. They needed a new name and visual identity that could set them apart in the extremely crowded national pet space while reflecting their optimistic and human-centered approach to animal adoption, care and training.
VALUE
The name Animal Rescue Foundation didn’t best represent who they had become. It also wasn’t unique as there are literally hundreds of organizations across the U.S. with the same name. We helped them create a new name and brand that are distinct and ownable, not just in the Bay Area, but nationally too. We also helped build alignment among their staff, volunteers, board members, donors and national partners like Purina by including them in the process—which gave their leadership the support and momentum to completely transform their brand.
SERVICES
Blitz
Strategy & Positioning
Visual Identity
Tagline
Narrative
NAME
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LOGO
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COLORS
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EXPRESSIONS
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PEOPLE
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