Compassionate Action for Animals Rebrand
About the Project
How do you get people to adopt a vegan diet without guilt-tripping and bashing?
You make them feel welcomed, supported, and empowered on their vegan journey. Those three attributes became our north star throughout the entire rebranding process for Compassionate Action for Animals (CAA).
Each developed attribute during our facilitated strategy workshop, where I helped CAA define its brand
and its audience.
CAA welcomes people into the vegan community, supports their transition to compassionate living, and empowers them to take effective action for farmed animals.
The Logo
Balancing length
& Simplicity
The original logo showed a shove when their focus was on farmed animals. I moved away from animal iconography to stand out from similar organizations featuring animals in their logo.
The simple design allows for easy recognition and memorability. The geometric shape of the C is an open circle suggesting an open community passionate about animals, and the heart supports that idea.
Warm and Energizing
The warm colors are associated with heightened emotions and passion communicating energy, encouragement, and action. The colder colors contrast the warmer tones and express trust, peace, and unity.
Another key feature of this color palette is that it’s unique to CAA within the sphere of farmed animal advocacy; no other organizations with missions similar to ours share these colors.
BairStories was able to synthesize our ideas into
a singular vision that
increased engagement.
Justin Leaf
Communications & Events Coordinator, Compassionate Action for Animals
Credits
Services Provided:
Brand Strategy / Creative Direction
Client:
Compassionate Action for Animals
Creative Direction:
Danami-Maurice Champion
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