What if?

Could the Humane Society land on a global brand positioning that communicated their dedication to helping animals of all shapes and sizes and their commitment to making a more humane society for us all?

Results

We began doing a competitive review of other organizations in the space and identified Humane Society’s challenges, strengths and goals for the future. Then we developed their brand platform based on their three defining traits to give them a distinctive and differentiated mission, a compelling story and a spirited declaration that helped communicate their transformational work externally while rallying their organization internally.

“We worked closely with Bulldog to develop a brand platform, personality, and messaging that have inspired our supporters and helped us stand out in our nonprofit space. They challenged us to look at where we were with our current brand and create a rallying cry that our supporters and our staff could get behind. We have done follow up testing and the new brand has raised our brand equity and momentum more than we thought possible in such a short amount of time. We have thrown them curveballs and changed timelines and they have handled everything with grace and understanding. We couldn’t be happier with their work and continue to partner with them to this day.” 

—Jennifer Beel, Senior Creative Director for the Humane Society of the United States

Visit The Humane Society →

What I did:

• Executive team alignment 

• Team facilitation and alignment

• Vision formation

• Strategy development

• Consumer research design and analysis 

• Brand platform development

Partners:

• Research / Alternate Routes

• Work done at Bulldog Drummond