Friends of Animals Brand Identity System

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 completely redesigned.