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Design IV: Capstone final project – Animal Legal Defense Fund by Payal Salot and Genesis Goertz

Below is the Design IV: Capstone final project, Animal Legal Defense Fund, by students Payal Salot and Genesis Goertz. The designers shared this about the project:

The Animal Legal Defense Fund is a non-profit organization located in the Bay Area, CA whose purpose is to provide justice to animals as they cannot speak for themselves. We both researched the brand and identified key elements of what their preexisting branding was about and analyzed the organization’s speech to find their goals, values, and the message they want to convey.

We were inspired by the organization’s visual message of trying to position themselves as animal defenders by using key elements like the shield and animal references and decided to reinforce it making it stronger and cleaner. So we consider our project a brand refresh instead of a re-branding since we bring the preexisting design intentions of the ALDF (like their color palette, initial logo, etc) and give it a more contemporary, friendly, and iconic look to create a memorable impact in the audience’s minds.

We followed the design process given to us by our instructor Kyle Valentic in which every week we tackled different levels of design decisions. We started with design thinking and research, followed by creating a brand profile and style guide, determining identity needs (logo refresh/redesign), creating print collateral and digital assets, branding a social media channel, crafting an ad campaign, and ending with the branding of a fundraising event.

This was an extensive project we designed under the guidance and feedback of our instructor Kyle and was an excellent opportunity to deeply understand the ALDF brand and provide practical design and brand solutions that could potentially benefit their impact on the world.

Excellent work!

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