Create Your First Project

Start adding your projects to your portfolio. Click on "Manage Projects" to get started

.pro-gallery-wix-wrapper {display: block !important;} .pro-gallery-wix-wrapper .gallery-item-container {opacity: 1 !important; display: block !important;}

Maine Humane

Project type

Branding

Role

Brand Design, Web Design

Designing a unified visual system for statewide animal advocacy

Maine Humane is a statewide network dedicated to ending animal cruelty through education, outreach, and advocacy. They wanted to expand but recognized the need for a refreshed visual identity that could better communicate its mission while appealing to a broader and more diverse audience.

The existing brand lacked consistency and warmth across multiple touchpoints, limiting its approachability and credibility. The goal was to evolve Maine Humane’s visual language into a cohesive identity system that felt welcoming, trustworthy, and adaptable across both print and digital applications.

Maine Humane works across a wide range of partners and programs, requiring an identity that would easily scale while still being as recognizable and emotionally resonant. The challenge was to balance authority and approachability, while creating a visual system that felt friendly without diminishing the seriousness of the organization’s work.

Main goals included clarifying mission communication through visual language and expanding audience reach through a more inviting and modern aesthetic.

The logo was designed to feel both approachable and established. Rounded forms and simple shapes soften the identity, while consistent spacing and hierarchy reinforce trust and clarity.

The color palette was chosen to feel optimistic and welcoming, and the typography was selected to be legible and versatile, allowing the identity to function across both informational and promotional materials.

The identity system was applied across a variety of print and digital touchpoints, including outreach collateral and branded communications. Layouts prioritize clarity and hierarchy, ensuring that messaging remains easy to navigate while visually cohesive. The system supports both large-scale organizational use along with smaller, localized applications across Maine Humane’s network.

The updated identity provides Maine Humane with a more unified brand presence that better reflects their mission and values while supporting their growth and outreach efforts. It enables consistent adoption across programs and partners, strengthening recognition and helping the organization connect with a wider audience throughout the state.

.pro-gallery-wix-wrapper {display: block !important;} .pro-gallery-wix-wrapper .gallery-item-container {opacity: 1 !important; display: block !important;}