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. 
Rebranding

Services
Rebrand | Copywrite | Illustration

Roles
Designer | Copywriter | Illustrator

Overview

Mansfield Animal Shelter has always been more than a place where animals wait. It is a place where lives turn around for the animals who find safety within its walls, and for the people who walk through its doors. This rebranding project is about making sure the world outside those doors knows that too.

This is not just a visual refresh. It is a deliberate, community-rooted effort to reintroduce Mansfield Animal Shelter as a living, breathing part of the Mansfield community, one that needs its neighbors not just as visitors, but as advocates, foster families, donors, and partners.

Goal

The goal is 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. Every community deserves a shelter it is proud of. This project exists to close the gap between those two truths.

Approach

A brand refresh rooted in warmth, clarity, and community. From there, we build outward. 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.

Logo Identity

A customized letter form of the letter ‘M’ that is inspired by wagging tails, a universal symbol of a happy pet. The mark works in its full lockup alongside the wordmark, as an icon, and as a repeating pattern, giving the brand flexibility across every surface while keeping that core emotion at the center. The typeface used for the rest of the text has been customized to create a balance and to add a unique touch specific to Mansfield.

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

PRIMARY LOGO, VERTICAL LOCKUP

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

PRIMARY LOGO, 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 WITH CUSTOM ILLUSTRATION

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

CUSTOMIZED LETTERFORM

Color Palette

Mansfield’s identity is built on colors: green, black, and white — strong, civic, and authoritative. The right foundation, but not the full story for an animal shelter whose mission is rooted in warmth, hope, and second chances. Instead, I opted into something bright and playful while still maintaining the connection to its own town.

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

The typography needed to carry the same warmth and intention as the logo and color palette — soft enough to feel welcoming, structured enough to feel trustworthy.

Text describing different fonts and uses for the Bouba Round Variable font, including alphabet characters in different styles, universal usability notes, and examples of secondary headlines and captions.
Text describing different fonts and uses for the Bouba Round Variable font, including alphabet characters in different styles, universal usability notes, and examples of secondary headlines and captions.

Illustration & Pattern

Illustrated on Procreate and Adobe Illustrator.

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.
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 poster featuring a beagle puppy and the message 'A couch is better than a cage'. The poster promotes adopting dogs from Mansfield Animal Shelter.
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.
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.
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