After 70 years at the forefront of the fight for animal rights and protection, the Humane Society of the United States and Humane Society International faced a critical moment. Despite their legacy of championing animal rights, their message was losing traction. Ultimately, public awareness was waning and their voice was struggling to break through to younger generations. Meanwhile, conversations about animal welfare had become dominated by guilt-driven content that risked desensitizing or alienating the very people needed to drive change.
What was needed wasn’t just a new look, it was a bold reaffirmation of their core mission: protecting animals and advocating for their inherent dignity. The organization required a powerful emotional and visual reset, one that could reignite empathy, inspire action, and position animal rights as a cultural priority.
Enter Humane World for Animals, a vibrant, design-led reintroduction that shifted the narrative from despair to hope. Rather than spotlighting cruelty, the new identity celebrated the beauty and freedom that every animal deserves. A distinctive animal print, created from silhouettes in the new logo, expressed movement, joy, and liberation. This transformation, amplified through a global partnership with Sia, extended across digital media, and public spaces. Our efforts brought animal welfare into the heart of cultural conversation.
To launch the new branding for Humane World for Animals, we were challenged to create a visual identity that went beyond surface-level design, a system that could speak to the organization’s unwavering commitment to animal rights and the protection of all living beings. Rather than simply applying a logo across assets, we crafted a literal “animal print” composed of carefully curated animal silhouettes, each one symbolizing the diverse lives the organization has fought to protect for over 70 years.
This was not a decorative pattern, it was a tapestry of advocacy. Every silhouette was thoughtfully chosen and deliberately placed to reflect animals in motion: wild, free, and vibrant. The composition invites viewers to look closer, to connect emotionally, and to recognize the individuality and dignity of each animal represented. The creative challenge was to maintain a sense of movement and energy, avoiding the rigid feel of traditional motifs, and instead evoking the vitality and agency animals deserve.
Designed for flexibility and broad impact, the pattern came to life across an array of platforms: digital billboards, a CGI brand film, social media content, a live performance backdrop,and an album cover. We even had renowned designer Christian Siriano craft the print into a one-of-a-kind gown worn by Grammy-nominated singer Sia on the national TV show Jimmy Kimmel Live!.
Its adaptability allowed the campaign to carry a unified message across mediums while sustaining the moral urgency behind it; the right of all animals to live free from cruelty and harm.
By honoring the organization’s rich visual legacy and reframing it through a contemporary, emotionally resonant lens, we created a campaign that reached across generations. Collaborating with Sia and leveraging digital culture enabled us to build widespread awareness and mobilize a new wave of compassionate support. This wasn’t just a brand launch, it was a bold, visual call to action for a more humane world.
In the first two weeks of launch, our campaign generated 2.2 billion impressions, successfully introducing the newly rebranded “Humane World for Animals” to a global audience of potential donors. The brand experienced a threefold increase in impressions and direct website traffic, while search volume for its new name rose by 55 times. We earned 329 million organic social impressions and 220 million digital impressions, which was 549 percent more than projected, demonstrating strong performance across channels. Additionally, our Out-of-Home efforts delivered 203 million global impressions, further expanding reach and visibility. The campaign aimed to make the brand more recognizable, and the early numbers confirmed that we achieved this goal by delivering the new name, logo, and messaging on a massive scale. And that was just the beginning. By the end of the first quarter, the foundation for continued growth had been established, with an additional 169 million media impressions already secured in the second quarter.
