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HAVE YOU EVER
ADOPTED AN ANIMAL BEFORE?
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HAVE YOU SEEN THOSE ASPCA COMMERCIALS?
YOU KNOW, THE ONES THAT MAKE YOU FEEL LIKE CRYING?
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WE AREN’T LIKE WHAT YOU ALREADY KNOW.
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THE ONLY DOG & CAT ADVOC ENCOURAGES DONATING TOW AT AN APPROPRIATE, AFFORD POSITIVE OUTREACH AND BY ANIMAL AT AN EQUAL LEVEL
CACY ORGANIZATION THAT WARDS & ADOPTING STRAYS DABLE PRICE, BY UTILIZING Y PUTTING THE RESCUER AND OF IMPORTANCE.
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POSITIVITY IS THE KEY TO EVERYTHING THAT WE DO.
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Root of word defines a place of safety and refuge Where something comes in but also goes back out
Sentimental synonym of the generic word animal Word that associates with dogs and cats, not just one
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WHAT DOES SUCCESS LOOK LIKE THEN?
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INCREASE IN ADOPTION AND DONATION:
Using positive versus the over used negative persuasion in brand identity and advertising/promotions. This will encourage more people to be part of the cause because it leaves out the guilt or feeling of sadness.
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SHIFT IN THE ADOPTION SYSTEM:
Instead of simply asking for too much ($200 for a stray puppy for instance) the rescuer could donate to the organization with important supplies like food/bedding in place of the traditional adoption fee (which would already be lower). This idea would lower the probability of running out of supplies, which is a common on going obstacle for animal shelters. People unable to actually adopt for themselves could donate money towards a specific animal and the adoption fees would be lowered thanks to those donations.
ANIMAL PROFILING:
Focus on the personality or traits of each stray instead of what breed they are or if they are or are not pure bred. Each animal has it’s own story to share with potential rescuers at all of the shelter locations and any online resources so that you know exactly what kind of animal you are interested in. This will ideally decrease the amount of animals getting returned due to “not fitting into lifestyles” of rescuers.
ANIMAL AID
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BUT, WE HAVE TO LEARN FROM OTHERS TO BE SUCCESSFUL.
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ASPCA: The American Society for the Prevention of Cruelty to Animals mission is “to provide effective means for the prevention of cruelty to animals throughout the United States.� Similiarities: Advocates for animals, strong emphasis on advertising on and offline, branches out to large range of shelters throughout the nation Differences: Negative persuasion, uses guilt to pull in customers, Focus on cruelty of animals versus a better adoption system
U.S. ARMY:
The primary mission of the army is “to fight and win our Nation’s wars by providing prompt, sustained land dominance across the full range of military operations and spectrum of conflict in support of combatant commanders.� Similiarities: Positive and Modivational messaging, Updates as time continue to change Differences: More traditional in style and thinking, more presence on television instead of online or out on the streets
PETLAND:
Petland, Inc. is a privately owned corporation of franchise pet stores based in Chillicothe, Ohio. The company currently sells birds, fish, small animals, puppies, and kittens. Similiarities: Advertising has a sort of friendly/playful appearance Differences: Known for taking puppies from puppy mills and selling them as “pure� bred and charging up to thousands of dollars, more about profit than care of animals
ASPCA
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ARMY
AMERICAN RED CROSS
PETLAND
OREGON HUMANE
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AND ANALYZE WHAT TYPE OF COMPANY WE WANT TO BECOME.
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DECODING DIMENSIONS BASED ON EACH COMPANY’S STYLISTIC GESTURES
COMPLEXITY ASPCA
ARMY
PETLAND
OREGON HUMANE
MINIMAL
ORNAMENTAL PORT PET
AMERICAN RED CROSS
REPRESENTATION ARMY
ASPCA
PETLAND
OREGON HUMANE
REAL
ABSTRACT AMERICAN RED CROSS
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PERCEIVED MOVEMENT OREGON HUMANE
PETLAND
ASPCA
DYNAMIC
STATIC ARMY
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AMERICAN RED CROSS
POTENCY ASPCA
ARMY
OREGON HUMANE
LOUD
WEAK AMERICAN RED CROSS
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PETLAND
LESS COMPLEX. MORE REAL. MORE DYNAMIC. BUT NOT SO LOUD.
NEW AGE
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OREGON HUMANE ANIMAL AID
LAWRENCE HUMANE ORIGINAL
IMITATIVE HAPPY TAILS PETLAND
AMERICAN RED CROSS ASPCA
ARMY TRADITIONAL
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MORE NEW AGE. LESS IMITATIVE.
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OUR MIND SPACE FUNCTIONAL DIMENSION “Allows rescuers and donors to connect with an animal, in a process that’s the most efficIent way using appropriate care and financial strategies different from the norm.”
SOCIAL DIMENSION MENTAL DIMENSION
“I am able to connect with others that are animal lovers, whether they are physically able to adopt or just help out towards a pet.”
“ Makes me feel like I am part of a bigger issue and able to make a difference, while getting a pet or helping a pet that that will be loved.”
SPIRTUAL DIMENSION “ I am given the opportunity to create a new family and to bring happiness to my community, myself and the dog or cat.”
MENTAL DIMENSION
“ MAKES ME FEEL LIKE I’M PART OF A BIGGER ISSUE AND ABLE TO MAKE A DIFFERENCE.”
BRAND CODE BENEFIT
MISSION
Saving an animal from being homeless, and helping out both people and stray animals who really need it.
To connect people with animals using an adoption system that is efficient, appropriate, and different from the norm.�
POSITIONING
VISION
For people that what to donate towards or adopt a pet from a shelter versus a breeder, for profit organization, etc.
CONNECTING BY CARING...
STYLING Positive Persuasion, Equality of animals and us, Inspiring and Motivating instead of begging and guilting.
A positive and driven advocacy for stray dogs and cats that is successful in creating new homes and new families.
VALUES The quality of life, Family and community, Being conscious of others, Optimism and Happiness
VISION
“ A POSITIVE AND DRIVEN ADVOCACY FOR STRAYS THAT CREATES NEW HOMES AND FAMILIES.”
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OUR AUDIENCE IS IMPORTANT TO ALL WE AIM TO DO.
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An animal lover that is wanting to make this world a better place with their own small contributions. Age is not a key factor but the style of the brand and concept of building a new family with a new dog or cat is aimed more towards 20-35 year olds. Adovcates for putting others before ourselves sometimes in order to help out those who need it. People who do not discriminate towards animals based on it’s background, breed, where it’s from. People who can adopt a pet or want to donate so that someone else can have that chance.
ARE YOU AN ANIMAL LOVER?
WE ARE. AND WE CAN SHOW YOU HOW.
FRIENDLY, PLAYFUL, CURVY, ROUNDED
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TEXTURES TO SOFTEN UP VECTORS AND TIE IN THE ELEMENTS OF OBJECTS RELATED TO ANIMALS (SUCH AS WOVEN THREAD TO HINT AT COLLARS)
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RESCUED IS
OUR
FAVORITE BREED
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Rescued is Our Favorite Breed weareportpet.com Port Pet is a non-profit organization that reaches out to shelters around the U.S. to... MORE
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RESCUED IS
FAVORITE BREED
A new way of adopting animals has arrived and it’s available at a shelter near you today! We don’t focus on the breed, because we know that strays can find a home no matter if they are a boxer or a black domestic short hair. Instead, each animal is evaluated based on their own personality and their stories are shared... WEAREPORTPET.COM
THANK
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RESCUER
THANK
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RESCUER
We are so thankful that there are people like you to rescue the animals that come in and out of our shelters. Hoping Bruster is doing well in his new home! To keep as a small memento, enjoy the first photograph of the pup, taken by the shelter. IS SO PHOTOGENIC.
BRUSTER
WE are so thankful that there are people like you to rescue the animals that come in and out of our shelters. Hoping Bruster is doing well in his new home! To keep as a small memento, enjoy the first photograph of the pup, taken by the shelter.
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We are so thankful that there are people like you to rescue the animals that come in and out of our shelters. Hoping Bruster is doing well in his new home! To keep as a small memento, enjoy the first photograph of the pup, taken by the shelter. IS SO PHOTOGENIC.
PUMPKIN
WE are so thankful that there are people like you to rescue the animals that come in and out of our shelters. Hoping Pumpkin is so happy in her new home! To keep as a small memento, enjoy the first photograph of the kitty, taken by the shelter.
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THAT IS THE
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PET IDENTITY.
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“Designers won’t SAVE THE WORLD, but design can help make it WORTH SAVING.”
— Ralph Caplan