Adopt Protection
By Red Fuse Communications, New York, USA
For New York Second Chance Rescue
Highly Commended in category Design & Branding
In subcategory Identity and Branding - Identity Design Small 10s
Project Description
Each year, in the United States, millions of shelter dogs are waiting to get adopted and more than 600,000 are euthanized.
Adoption campaigns are saturated of love messages that overlap each other. Their differences are subtle, but there are no new reasons given.
To promote dog adoption and stand out, we gave America a loving solution to a problem that worries them: home security.
Dogs protect your home so well, you might not need any other form of protection.
With a budget of only US$ 5,000 we developed Adopt Protection initiative with a disruptive brand identity that raised awareness on pet adoption while also engaging with consumers.
Adoption campaigns are saturated of love messages that overlap each other. Their differences are subtle, but there are no new reasons given.
To promote dog adoption and stand out, we gave America a loving solution to a problem that worries them: home security.
Dogs protect your home so well, you might not need any other form of protection.
With a budget of only US$ 5,000 we developed Adopt Protection initiative with a disruptive brand identity that raised awareness on pet adoption while also engaging with consumers.
Agency Solution
Adopt Protection created a Brand Identity based on a logo that literally flipped America’s perception on what the is the best form of protection. We encouraged people to swap their gun for a shelter dog, discounting up to $200 in adoption fees for those who surrendered a firearm.
The visual solution we created to flip people’s perception on home protection is an upside-down gun that is really a dog.
Adopt Protection’s brand identity materials and elements used the color pallets that resembled the most common colors of shelter-pets fur coats. These visual identities brought to life a serious and sensitive subject in a fun way that pulls on the heart strings.
Our disruptive logo was translated to different media: including t-shirts, tote bags, stickers, posters, hoodies, bandanas, etc.
The visual solution we created to flip people’s perception on home protection is an upside-down gun that is really a dog.
Adopt Protection’s brand identity materials and elements used the color pallets that resembled the most common colors of shelter-pets fur coats. These visual identities brought to life a serious and sensitive subject in a fun way that pulls on the heart strings.
Our disruptive logo was translated to different media: including t-shirts, tote bags, stickers, posters, hoodies, bandanas, etc.