An organization redefined by what it resolved to strike out
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Don’t let the name fool you — Friends of Animals takes a hard stance on animal rights. Established in 1957, the organization has transformed the animal rights movement. What it hadn’t done was promote their great work. The new brand positioning I lead them to finally gives the organization a visual platform that “strikes out” animal abuse. This flexible identity plays out well across all media — from social media through to “Action Line,” their quarterly publication which my team and I completely redesigned and advised on content.
Project
Friends of Animals Branding
Agency
MSLK
Role
Logo Design
Creative Direction
Art Direction
Layout Design
Project Management
We started by focusing on the issues Friends of Animals resolves to strike out: the torture, killing, and abuse of animals. Inspiration came by literally drawing a line through these words, resulting in a design language of gestural scrawls, cross-outs, and underlines which evoke the wild, untamed spirit of nature the organization seeks to preserve.
The business cards allow for a the organization to list all the evils that they seek to “strike out” on the back, leaving only “friends” behind in white.
We sought to create meaningful items meant to provoke discussion. "Items as activism" became our internal mantra.
Our explainer video brought the new brand to life, telling its mission more clearly than ever. This led to widespread social media sharing and an increase in donations.
Their publication, Action Line, was transformed from what appeared to be a general-interest nature magazine to an exciting modern journal with a clear viewpoint.
Comprehensive brand guidelines were developed to give anyone within the organization rules to follow — not only by designers, but by anyone.
work
