We partnered with Atlanta Humane Society (AHS) over the course of several years to build a stronger brand identity and connection with donors, community leaders and other key stakeholders. Atlanta Humane Society’s brand awareness and familiarity with the many programs and community support that AHS provided was low. Brand perception was leading to a decrease in visits, adoption rates and therefore, operating income.
Consumer research told us that AHS’s overall facility and brand were perceived as dated and lacked an emotional connection. We rebranded AHS through their website design, along with a variety of visual identity and messaging channels to modernize the brand, better communicate their mission and connect with the community. The new branding efforts also focused on increasing awareness of AHS in specific counties that were served, like North Fulton where awareness was only 24%.
To better connect the brand to the community, we focused on only using clean, bright and compelling photography of their animals and facilities, always trying to focus on the animals’ eyes, which we felt is the most emotional way to connect humans and animals. From the launch of a new website to call-to-action billboards, brochures and radio—the AHS brand became more distinguishable and approachable. In addition, we rewrote the AHS mission statement after having the same one for 75+ years. We also drove the branding and communications to introduce the new Mansell Campus to the North Fulton community.