The Pasadena Humane Society & SPCA (PHS) is an independent, donor-supported, nonprofit agency that provides animal care for abandoned and homeless animals throughout the San Gabriel Valley. In support of its goal of promoting humane treatment and quality of life for all animals – domestic, exotic, wild or livestock – the society offers services including shelter, adoption, humane education and animal behavior consultation, among others.
Due in part to the sweeping breadth of its services, PHS inadvertently presented itself to the community as multiple organizations rather than as one entity with a consistent and cohesive brand.
By incorporating appealing shapes and bright colors, we developed a branded graphic identity that encompassed a 100-page website, calendars, brochures, print and digital annual reports, banners and event design. Our approach shied away from the portrayal of animals as victims, and instead focused on the joy animals bring when they are treated with dignity, respect and compassion.