Like many not-for-profits, animal shelters focus too much on worthiness and pity, as a way to connect with people to encourage adoption and donations.
For the People have taken the perspective of how can we give the animals the best possible chance of finding a new home. By elevated each one to celebrity status – complete with glamorous photos they have managed to capture their true quirks and personality.
Reflecting this individual personality of each animal, the logo itself is made up of interchangeable dog and cat icons – thousands of them, with one generated for every animal that arrives at the shelter. With each animal having its 15 minutes of fame, the shelter has a cohesive brand that centres around the positivity of adoption.