Roles
Designer | Copywriter | Illustrator

Rebranding

Services
Rebrand | Copywrite | Illustration

People walking past three large advertisements for dogs, each featuring a different breed and a message about dogs and their needs, with trees in the background.

OVERVIEW

Mansfield Animal Shelter has always been more than a place where animals are rescued to connect them with their forever homes. They are a non-profit organization that also centers the transformative power of contributing to communities by engaging with the unengaged. This rebranding project is about making sure the world outside those doors knows that too.

GOAL

To give the shelter the foundation it needs to show up consistently across every touchpoint. Mansfield Animal Shelter aims to expand the foster network, increase shelter visits, and build a sustainable presence that makes it easier for individuals, businesses, and organizations to show up. Every animal deserves a home.

APPROACH

A brand refresh rooted in warmth, clarity, and community. Targeted campaigns will speak directly to potential foster families, breaking down barriers and misconceptions that keep good people on the sidelines. Community partnerships will create visibility in places where trust already exists: local businesses, schools, events, and organizations. Finally, we establish the infrastructure for giving — making it simple, compelling, and meaningful for donors and sponsors to invest in the shelter's mission. Not as charity. But as a community ownership.

A colorful sign outside a building offering free seratonins with images of a cat and people at an animal shelter.
Brochure for Mansfield Animal Shelter featuring a smiling dog and a kitten on a green and white background.
A smiling pit bull dog with a brown coat and white chest, jumping forward against an orange and beige background with text promoting adoption from Mansfield Animal Shelter.
A poster promoting animal shelter adoption featuring a small tan Chihuahua dog with large ears and a curled tail, against a blue background with beige shapes, and text encouraging adoption over shopping. The poster includes the Mansfield Animal Shelter logo.
A poster promoting animal shelter adoption featuring a small tan Chihuahua dog with large ears and a curled tail, against a blue background with beige shapes, and text encouraging adoption over shopping. The poster includes the Mansfield Animal Shelter logo.
A poster featuring a beagle puppy and the message 'A couch is better than a cage'. The poster promotes adopting dogs from Mansfield Animal Shelter.
Close-up of a dog wearing a brown leather collar with white stitching and a round metal tag attached. The tag has a logo resembling a heart and the words 'One in a million.' beneath. The dog has golden fur, and the background is blurred with soft pastel colors.
Close-up of a brown leather collar on an animal with tan fur, featuring a green circular tag that reads 'Mansfield Animal Shelter' and a metal ring.
A bowl of pet food with the words "Getting my belly" visible, placed on a tiled floor in front of a pastel pink and blue room, likely at an animal shelter.
A bowl of pet food with the words "Getting my belly" visible, placed on a tiled floor in front of a pastel pink and blue room, likely at an animal shelter.
A cat eating dry cat food from a blue bowl, with a red bowl of dry cat food beside it, and pet accessories including a purple collar with a bell and a red woven ball toy on a green mat with white text.
A cat eating dry cat food from a blue bowl, with a red bowl of dry cat food beside it, and pet accessories including a purple collar with a bell and a red woven ball toy on a green mat with white text.
Person holding a donation bag with dog faces and the words Mansfield Animal Shelter printed on it, in a store or similar setting.
A small dog with large ears sitting on an orange couch, wearing a white bib that says 'My name is Ginger' with the logo of Hensfield Animal Shelter.
Two teal T-shirts hanging side by side on a light background. The front of the left shirt has a small logo reading 'MANSFIELD Animal Shelter'. The back of the right shirt features a large graphic of a dog's and a cat's face, along with the text 'MANSFIELD Animal Shelter'.
Two white T-shirts hanging side by side against a blue background. The left T-shirt has green text that reads 'MANSFIELD ANIMAL SHELTER', and both shirts feature large green and white abstract designs resembling stylized animal shapes or ears.
Light blue T-shirt with white graphic of a dog and a cat, and text for Mansfield Animal Shelter, with the number 10 on the back.

BRAND IDENTITY

Logo for Mansfield Animal Shelter featuring a large stylized 'M' with 'MANSFIELD ANIMAL SHELTER' written underneath.

Primary Vertical Lockup

Logo for Mansfield Animal Shelter with a stylized dog and cat silhouette above the shelter's name.

Primary Horizontal Lockup

Logo of Mansfield Animal Shelter featuring a stylized drawing of a dog's and a cat's face above the shelter's name.

Logo Illustration

A stylized M that is treated as a Monogram or brand mark for Mansfield Animal Shelter.

Customized Letterform

COLOR PALETTE

Color palette chart featuring four colors: blue, coral, cream, and forest green, each with their hex codes and design notes.
Six colorful square icons arranged in a 2x3 grid, each featuring a stylized white 'M' logo with a curved line design, on different background colors including blue, orange, green, and cream.

TYPOGRAPHY

Text explaining the Bouba Round Variable, which indicates a universal usage from headers to body text, providing different weights that are accessible and legible. Showing the alphabet in both uppercase and lowercase, a description of its use as secondary headline, subtext, text separator, and captions. Also featuring the phrase 'LEMON MILK REGULAR' as an example.
Text explaining the Bouba Round Variable, which indicates a universal usage from headers to body text, providing different weights that are accessible and legible. Showing the alphabet in both uppercase and lowercase, a description of its use as secondary headline, subtext, text separator, and captions. Also featuring the phrase 'LEMON MILK REGULAR' as an example.

ILLUSTRATIONS & PATTERN

Stylized line drawings of a dog, a cat, a heart, and a dog, each in different colors against a white background.
Three circular logos for Mansfield Animal Shelter in orange, blue, and green, each featuring a dog and cat illustration with the shelter's name and '2014' year.
A colorful pattern of interconnected shapes resembling the letter 'M' in blue, white, and orange, arranged in a grid and a separate scattered arrangement on a white background.

COMPANION MATCHMAKING

An app that allows potential adoptive families to browse through the animals available at the shelter through the concept of matchmaking. It is about matching potential adopters to animals that matches their personality and lifestyle.

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