Background
In 2019, The Humane League (a global animal protection non-profit) realized that their logo was no longer meeting their needs—they were ready for a major rebrand. Through audience exploration, supporter interviews, and in-depth stakeholder collaboration, I created a new visual identity that better represents THL’s mission. The resulting ‘mended heart’ icon communicates the updated brand personality—bold, edgy, and compassionate.
Responsibilities
Brand identity // logo design
Brand strategy
Art direction (full rebrand and website)
Design (print, email marketing, social media campaigns, fundraising assets)
Illustration style
Full brand guidelines
Other Projects
