Despite 70+ years of impact, the Humane Society was often mistaken for a local shelter or humanitarian group, limiting its recognition as a global leader. Our task: craft a brand that reflects its true reach and sets the stage for the future of animal protection. At its core, the new identity revolves around a dynamic globe—interlocking animals in motion, symbolizing the connection between all species across sky, land, and sea. The streamlined logo boosts visibility, flexibility, and emotional resonance. An eye-catching new design system amplifies this presence. Powerful animal photography paired with bold typography (Sharp Grotesk), and a nature-inspired color palette create an urgent, compelling identity. Organic shapes drawn from animal forms and habitats complete the toolkit—ensuring the brand stands out and drives action in a crowded media landscape. Role: Design Lead / Lippincott