After 70 years of advancing animal protection, the Humane Society of the United States and Humane Society International faced a crucial moment. Despite decades of nonprofit leadership,from rescue efforts to policy reform, their message was losing visibility. Public awareness was declining, and the brand struggled to connect with younger generations. Meanwhile, conversations around animal welfare had become dominated by guilt and graphic imagery, often overwhelming rather than empowering audiences.
What was needed wasn’t just a new look, but a renewed commitment to the mission: to protect animals and promote their inherent dignity. The organization sought a fresh visual and emotional language, one that could re-engage the public and bring animal rights back into mainstream culture.
Humane World for Animals marked this shift. Centered on a vibrant, design-led identity, the new brand moved from spotlighting cruelty to celebrating the freedom and beauty all animals deserve. A dynamic animal print, made from legacy silhouettes, symbolized life, movement, and hope. Amplified through a global partnership with Sia and activated across digital media, music, fashion, and public spaces, the campaign reframed advocacy as joyful and inclusive.
This wasn’t just a rebrand, it was a strategic evolution of a nonprofit’s voice. At a time when activism can feel heavy, this work invited people in through creativity and compassion, renewing the call to build a more humane world for all.
To launch the new branding for Humane World for Animals, the challenge was to create a visual identity that reflected the organization’s role as a mission-driven nonprofit, one rooted in over 70 years of advocacy, rescue, and systemic change for animals. The goal wasn’t just aesthetic; it was to visually express the organization’s enduring commitment to animal rights and welfare in a way that would educate, inspire, and mobilize.
Instead of relying on conventional design tropes, we created a literal “animal print” made from silhouettes of species the organization has long worked to protect. Each figure was thoughtfully placed to represent life, freedom, and dignity—core values of the nonprofit’s work. The design served as a living symbol of Humane World’s advocacy, reminding viewers of the real animals behind every campaign and policy effort.
The pattern extended from out-of-home and digital to television entertainment. We worked with designer Christian Siriano to craft the animal print into a 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.
This wasn’t just a visual update, it was a strategic tool for social impact. By celebrating animals rather than focusing solely on their suffering, Humane World reintroduced itself as a nonprofit leader using creativity to advocate for a future where all animals live free from cruelty.
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.
