Compassion Connects Us All.

Humane Society HPE Brand / Digital

As the Quinte Humane Society approached its 50th year of protecting and advocating for the humane treatment of animals in Prince Edward County, Hastings County, the City of Belleville, and Quinte West, its facilities were nearing the end of their useful life. They were no longer suitable for adequately caring for animals, the professional staff, community engagement, programming, and outreach. The organization was preparing to launch a capital campaign to fund the construction of a new, state-of-the-art facility, making it the perfect time to review its brand identity and digital presence. After extensive discovery sessions with stakeholders, staff, donors, municipal partners, and community members, it became evident that the current brand identity and positioning did not reflect the organization’s present reality, nor its vision for the future.

As part of the rebranding process, the Humane Society Hastings Prince Edward was given a new name to better define the organization’s geographical service areas. A new brand identity featuring a heart as a key element was also created. This identity was supported by an interchangeable icon set showcasing key animal groups and the new brand tagline, “We’re Connected by Compassion.” The heart also offered unique opportunities for animals to interact with it, reinforcing the core message of compassion. The new brand was launched alongside the Capital Campaign, themed ‘It takes heart.’ Campaign materials and a microsite supported this theme.

The new brand was launched with the Capital Campaign, featuring the theme ‘It takes heart.’ Campaign materials and a campaign microsite supported the campaign theme.

A complete website was launched shortly after, featuring a robust CMS that empowers staff to control more than 95% of the dynamic content seamlessly, along with donation integration and Shelter Management Integration.

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