NSALA Rebranding Presentation by Sharon Klein

North Shore Animal League America RebRanding

BEFORE

branding | web design | sales promotion

AFTER

nORTH SHORe aniMaL LeagUe aMeRiCa

1.1 identifying client’s rebranding goals Macro Goals • Become nationally recognized • Stronger emphasis placed on Animal League • Equal importance placed on dog and cat • Look current while retaining some design elements from their previous brand Micro Goals • Create an engaging visual personality that encompasses the client’s vision and appeals to their target audience • Design a logo guide for internal department usage

branding | web design | sales promotion

nORTH SHORe aniMaL LeagUe aMeRiCa

1.2 logo research & inspiration

branding | web design | sales promotion

nORTH SHORe aniMaL LeagUe aMeRiCa

1.3 initial logo concepts

animal

league

Animal

League

animal ani an nima nimal league leaague

animal league branding | web design | sales promotion

league

animalleague

nORTH SHORe aniMaL LeagUe aMeRiCa

1.4 logo refinement and final versions

branding | web design | sales promotion

nORTH SHORe aniMaL LeagUe aMeRiCa

5/10 5/10 C 5/10

1.5 logo guidelines for internal usage Font Family: Brighton/Avenir Font Colors: Pantone 660C/Pantone Cool Gray 10C Font Weight: Brighton-Light/Avenir-45 Book

Logo Proportions CORRECT

CORRECT

branding | web design | sales promotion

nORTH SHORe aniMaL LeagUe aMeRiCa

1.6 logo variations for sections

MAIN

ADOPTIONS

DONATIONS

HEALTH

RESCUE

SHOP

branding | web design | sales promotion

nORTH SHORe aniMaL LeagUe aMeRiCa

1.7 logo usage

1,000,000 Lives Saved!

branding | web design | sales promotion

Emergency Rescue

Adoption

nORTH SHORe aniMaL LeagUe aMeRiCa

1.8 associated logos

branding | web design | sales promotion

nORTH SHORe aniMaL LeagUe aMeRiCa

North Shore Animal League America WebSiTe RedeSign

AFTER branding | web design | sales promotion

nORTH SHORe aniMaL LeagUe aMeRiCa

2.1 identifying client’s website goals Macro Goals • Eliminate website sprawl • Design a more intuitive site promoting easier navigation • Designate areas for ‘call-to-action’ to increase support, donations, sponsors, awareness and adoptions • Create new content pages, sections and website design elements for internal department usage Micro Goals • Promote their mission statement • Insert images of pets interacting with the content creating a playful and engaging user experience branding | web design | sales promotion

nORTH SHORe aniMaL LeagUe aMeRiCa

2.2 website research & inspiration

ASPCA

BEST FRIENDS

WORLD WILDLIFE FUND branding | web design | sales promotion

nORTH SHORe aniMaL LeagUe aMeRiCa

2.3 initial website concepts Log in tto oM Myy A Animal League Log nimal League

World’s World’s Lar Largest gest No-Kill No -Kill Animal Animal R Rescue escue and Adoption Adoption Or Organization ganization About US

Adopt

Rescue

Donate

Get Involved

Expert Advice

Media

sear search ch

New member sign up enter enter your your email addr address ess

World’s Largest No-Kill Animal Rescue and Adoption Organization

Donate

About Us | Adopt | Rescue About Us

Adopt

Rescue

Donate

Get Involved | Expert Advice | Media

Get Involved

Expert Advice

Log Out

SHOP THE GIFT CENTER

Welcome back Sue!

Media

Your Personal News & Shelter Events:

News and events

rescue. nurture. adopt

Adopt

sign n up sig

April 25 - Grand Finale at FAO Schwartz in NYC

April 25 - Grand Finale at FAO Schwartz in NYC May 3,4 - Pet Adoptathon weekend at the Animal League!

May 3,4 - Pet Adoptathon weekend at the Animal League! June 25 - Two Macintoshes comfortably bought July 6 - Cats drunkenly towed five chrysanth

AL TTV V

A Adopt dopt

Donate Donate

Pet Pet Advice Advice

August 1 - The silly fountain lamely telephone

Meet eet the pets M

September 14 - Five irascible trailers comfortable September 14 - Five irascible trailers comfortable

rescue. nurture. adopt

for? What will yyour our donation ttoo the Animal League League be used for?

September 14 - Five irascible trailers comfortable

eague be used for? What will yyour our donation ttoo the Animal LLeague for? League be used for? for? What will yyour our donation ttoo the Animal League

already a member? sign in

World’s Largest No-Kill Animal Rescue and Adoption Organization NEWS AL IN THE NE WS Fashion Fashion Designer Designer Isaac Mizrah Mizrah applauds the Animal League League during during interview interview

What will yyour our donation ttoo the Animal League League be b usedd for? for?? What will yyour our donation ttoo the Animal League League be used for? for?

Featured Featured Articles Articles KITTEN KIT TEN SEASON aree being ﬂooded with new breeding Many new born born kittens kittens as br Many shelters shelters ar eeding season has begun. Many shelters are are running low low on... Many shelters

MEET TAFFY MEET TA AFFY TTaffy affy was rrescued escued from from a fire fire and needs a loving home. home. loving

user name

password

About US

Adopt

Rescue

Donate

Get Involved

Expert Advice

Telll Your ends Friends

News

Send d a FREE Ecard! d!

1 2 3 4 5

Adopt

Donate

g Animal League

• One Jabberwocky bought five aardvarks, even though two speedy

Media

trailers gossips very lamely, and Kermit partly drunkenly auctioned

C Celebrity P Pet Owner In Interviewed C Celebrity P Pet Owner

• One Jabberwocky bought five aardvarks, even though two speedy

“GET YOUR LICKS ON ROUTE 66”

rescue nurture

North Shore Animal League America and FIDO Friendly magazine have teamed up for a new and exciting national adoption tour.

adopt

trailers gossips very lamely, and Kermit partly drunkenly auctioned

• One Jabberwocky bought five aardvarks, even though two speedy

new member sign up

trailers gossips very lamely, and Kermit partly drunkenly auctioned

enter your email address Sign up to get personalized news and events, answers to your pet health questions, dog training tips, and more!

Expert Advice

Rescue an Animal

>>Read >>Read More More Animal League News & Events: April 25 - Grand Finale at FAO Schwartz in NYC May 3,4 - Pet Adoptathon weekend at the Animal League!

Next Next Article Article

E-CARDS E-CARDS Send cut Send cutee e-cards animal e-cards to yyour our friends. friends. to

PARTNERS PA ARTNERS AND ALLIANCES

See what experts are saying!

Adopt

Donate

Expert Pet Advice

Meet the Pets

One Jabberwocky Jabberw bought five even though two speedy aardvarks, ev gossip very lamely, and... trailers gossips

AL TV

Expert Advice

“Where your dollars go”

Media

CHESTER

ROGER

AMELIA

SUGAR

JEZZIE

Sponsor Me!

Adopt Me!

Sponsor Me!

Adopt Me!

ADOPT OR SPONSOR AN ANIMAL

AnimalLeagueTV brings you closer to all of the style, lifestyle, art and entertainment

◗ See More

W World’s Largest No-Kill Animal Rescue and Adoption Organization

Partners/Alliances

Mobile Map

◗ Read More

E-cards ◗ Read More

Expert Pet Advice National adoption tour, "Get Your Licks on Route 66" tour hits the open road

Pet Insurance

◗ Read More

Your pet can't tell you when he's not feeling well-and even if you pick up signs of illness, he can't tell you ...

◗ Read More

Five poisons noisily auctioned off Pluto. One sheep fights the elephant, and umpteen televts the elephant, and umpteen telev

Cesar Millan is highly respected for his unique insight into dog psychology and shows us how we can lead our dogs to behave and

Cat-toons Show us your inner Felix the Cat, be creative even crazy, we love it all. Send an original cartoon of

branding | web design | sales promotion

nORTH SHORe aniMaL LeagUe aMeRiCa

2.4 website refinement and final versions Log In >>

o ’s Lar arg W orld’ ge No-Killll Animall Rescue Largest World’s and Adoption ption Or rganization g ation Organization

Donate

Adopt

Sponsor

search sear ch

Almostt Al 1 Million Lives Saved.

rescue. nurture. adopt

free member and Become a free help us save a million more. more. sign up!

email addr address ess Already Already a member? Log In >>

News

Tell T ell Y Your o Friends! Friend

Send a FREE Ecar d Ecard!

Adopt

!NIMAL ,EAGUE 46 ! I L , 46

Sponsor

s One Jabberwocky bought five aar dvarks, even though two... Read mor more e aardvarks,

C Click Here Her

e s Chrysanthemums ... Read mor more ysanthemums untangles two orifices, to tickle the show show...

s Elephants ... Read mor more phants grew grew up, however the bour bourgeois by... geois comments by e Click k her here e to see our full list of news stories

Tokyo y drunkenlyy perused one mat. Five mums annoying... Read mor more e

Rescue A Pet

'IVE TO THE !NIMAL ,EAGUE

fold fo old line

Click HERE to Donate

Adopt A Dog

Sponsor A Cat

Sponsor A Dog

Adopt A Cat

The Jabberwocky mostly annoyingly perused umpteen partly putrid featur features es thats might sustain futur e existances among rapid cr eations of the lively ones nes and twos and threes. thr future creations

Expert Advice

See what experts are saying! One Jabberwocky bought five aardvarks, even if they though two speedy trailers gossips very and lamely, and two speedy trailers gossips very lamely. Jabberwocky bought five aardvarks, even after all... 1

Adoption

Pet Health

Training

Pet Law

, ,IFE 3AVING %FFORTS IFE 3AVING %FFORTS

*OIN US ON YOUR FAVORITE SOCIAL NETWORKING SITES

Beth Ostrosky Ostrosky Stern

Adopt a Mutt-i-gr Mutt-i-gree! ee!

Pet Health Insurance

Corporate Sponsor

The Jabberwocky mostly annoyingly perused umpteen partly putrid featur es thats might features sustain futur e existances among rapid cr eations of the lively ones and twos and thr ees. future creations threes. World’s Largest World’ ld’’s Lar gest No-Kill Animal Organization Rescue and Adoption Or ganization © 2009 North Shor Shore e Animal League America | 516.883.7575 | 25 Davis A Ave, ve, Port Washington, Washington, NY 11050

branding | web design | sales promotion

nORTH SHORe aniMaL LeagUe aMeRiCa

2.5 website design for landing pages

About Us | Adopt | Rescue | Support Us | Get Involved

HELP ME ELP ME HHEAL EAL

Expert Advice

News & Media

“I was starved, neglected and abused, but now with hope p for a bright future...”

( (ELP -E (EAL ELP -E (EAL

-Pounce

( (I )´M 0OUNCE

I )´M 0OUNCE

I'm m about 3 years old, and I'm a Mutt-i-gr Mutt-i-gree® ree® - a Gr Greyhound nature, Greyhounds are contoured, eyhound mix. By natur e, Gr eyhounds ar e contour ed, sleek and built for speed. But regardless of how fast I may be, I had nowhere strength try.. where to run to, nor the str ength to even try As you nature ou can see, I have been starved, neglected and abused. My gentle, trusting natur e made it easy mistreat eat me. I weigh only 33 lbs., when sy for someone to mistr hen I should weigh about 60 lbs. I am also fearful and timid when I should be playful, trusting and happy happy.

±) HAVE BURNS ALL OVER MY BODY¨² HAVVE BURNS ALL OVER MY MY BODY¨² e not the eas all overr my body ns in dif fe ent ar I have ve bur burns different ffer areas body. y. These ar are om e pr obably thinking of. These bur ns are are fr type of burns you'r you're probably burns from ng in my own urine for an extended period of time. Urine is sitting highly ly acidic and left me with terribly painful burns.

However I do trust the people at the Animal escued me fr om my final days at a municipal from al League. They rrescued helter. This shelter did not have the space, time or facilities to take car uch medical shelter e of a dog that needed so much shelter. care and emotional car e. Sadly Sadly,, some shelters have no choice but to euthanize certain animals to make rroom oom for other animals ls that ar e ready care. are eady forr adoption. for future. I am so very grateful to be at the Animal League and thank them everyday for saving my life and giving me hope of a bright futu re.

Every dollar helps a pet like me get the emergency medical car e we need to survive. care

-Pounce

Help Us Spr Spread ead d the Wor W Word: ord: Repost epostt – Shar Share e – Email

SPONSORSHIP

HELP ME HEAL ADOPTIONS

branding | web design | sales promotion

nORTH SHORe aniMaL LeagUe aMeRiCa

2.6 website elements for internal usage Ê

Ê Ê

Expert Advice

Stay In Touch! Sign up as a Free Member to keep up to date with Animal League News and Events!

email addr address ess

Get pet health, training tips and more!

News

Adopt

Sponsor

s One Jabberwocky bought five aar more aardvarks, dvarks, even though two... Read mor e *OIN US ON YOUR FAVORITE SOCIAL NETWORKING SITES

s Chrysanthemums untangles two orifices, to tickle the show show... ... Read mor more e

Adoption Q&A Ã ÊÌ iÊ ` «Ì Ê Ý«iÀÌt

ÊÊ Ê ÊÊ Ê

#ELEBRATE ANY # ELEBÊ ÊRATEÊ ANY /CCASSION /CCASSION

Make ÊÊ Ê a Donation Ê Ê Êin Honor of One ÊÊ aÊ Friend Ê Ê or Êa Loved Ê ÊÊ Ê

Give a Gift Donation

more geois comments by s Elephants gr ... Read mor e ew up, however the bour grew bourgeois by...

Ê Ê

Click her here e to see our full list of news stories

Become a Foster Care Guardian

Rescue A Pet

Love Animals. Consider being a foster care parent.

Adopt A Dog

Sponsor A Cat

Sponsor A Dog

Health

Adopt

Sponsor

Question of the week Adoption Center /iÌ iÀ }ÊÃ i iÊ}iÌÃÊ VÀÕ LÞÊÜ i Ê ÞÊ i }iÌÃÊVÀÕÃ i`ÊÕ `iÀÊ i i« > ÌÃ°Ê ½ÌÊL > iÊ > ÞÊVÀÕÃ i`Ê«i> ÕÌÃ°

click here to read more

Expert Advice

Mobile Adoptions /iÌ iÀ }ÊÃ i iÊ}iÌÃÊ VÀÕ LÞÊÜ i Ê ÞÊ i }iÌÃÊVÀÕÃ i`ÊÕ `iÀÊ i i« > ÌÃ°Ê ½ÌÊL > iÊ > ÞÊVÀÕÃ i`Ê«i> ÕÌÃ°

V Ê iÀiÊv ÀÊÌ iÊ> ÃÜiÀ

Adoption

Pet Health

Training

Pet Law

Planned Giving

Major Gifts

,i>`Ê Ài

Other Ways to Give ÊÊUÊ iV iÊ> `Ê > Ê i>}ÕiÊ `Û V>Ìi ÊÊUÊ Ã `iÀÊ>Ê > ÀÊ vÌ

Pet Health Center /iÌ iÀ }ÊÃ i iÊ}iÌÃÊ VÀÕ LÞÊÜ i Ê ÞÊ i }iÌÃÊVÀÕÃ i`ÊÕ `iÀÊ i i« > ÌÃ°Ê ½ÌÊL > iÊ > ÞÊVÀÕÃ i`Ê«i> ÕÌÃ°

Donate Your Car or Vehicle ÊÊUÊ > iÊ>Ê* > i`Ê vÌ ÊÊUÊ- «Ê ÀÊ-i Ê Ê L>Þ ÊÊUÊ1ÃiÊ"ÕÀÊ Ài` ÌÊ >À`

,i>`Ê Ài

-iiÊ ÀiÊ7>ÞÃÊÌ Ê Ûi

Q: 7 >ÌÊ `Ê vÊ«À ÌiVÌ Ê>L ÌÞÊ ` ÊÞ ÕÊÜ> ÌÊÞ ÕÀÊ` }ÊÌ Ê >Ûi¶

,i>`Ê Ài

Adopt A Cat

Joanne Yohannan

, ,IFE 3AVING %FFORTS IFE 3AVING %FFORTS

A Ê Beth Ostr Ostrosky osky Stern

Adopt a Mutt-i-gr Mutt-i-gree! ee!

Pet Health Insurance

Corporate Sponsor

Ê Ê

Ê Ê Ê

Ê Ê

branding | web design | sales promotion

nORTH SHORe aniMaL LeagUe aMeRiCa Ê

Ê Ê

2.7 website guidelines for internal usage Log In >>

Donate

Adopt

Sponsor

search sear ch

Alm Almost most 1 Million Lives Saved.

rescue. nurture. adopt

Become a free free member and help us save a million more. more. sign up!

address email address Already Already a member? Log In >>

Largest Lar arge g No-Killll Animall Rescue Wo World’s orld’’s La Organization and Adoption op ption Or g ation About Us | Adopt

Rescue

Support Us | Get Involved | Expert Advice | News & Media

Did you know it costs an average of $864 to Dogs rescue, nurture and adopt a homeless pet?

Cats

Donate

Adopt

Sponsor

search search

Support an animal with special needs.

Featured Sponsor dog of the month...

Body Copy = Verdana Regular, 14pt on 16.8pt leading, Pantone Cool Gray 11C (Should not go past the call-to-action button.)

Title Subhead = Trebuchet Italic, 18pt on 19pt leading, Pantone 2736C Body Subhead = Verdana Bold, 14pt on 16.8pt leading, Pantone Cool Gray 11C (Should not go past the feature window.)

Save a Life.

-EET "RADLEY

Page Title = Trebuchet Italic, 24pt on 25.5pt leading, Pantone Cool Gray 11C (Should not go past the feature window.)

2ESCUE A 0ET 2ESCUE A 0ET

Nursery

Become a Sponsor

Program Title = Trebuchet Regular, 21pt on 23pt leading, Pantone 660C

more dogs Already a Sponsor? Click here

Program Subhead = Verdana Bold, 14pt on 16.8pt leading, Pantone Cool Gray 11C Log In >>

Wo World’s orld’’s La Lar Largest arrgest ge No-Killl Anima Animall Rescue and Adoption op ption Or rganization g ation Organization About Us | Adopt

Rescue

Support Us | Get Involved | Expert Advice | News & Media

Our Mobile Units Rescuing pets in the New York Tri-state area and all over the country… every day of the year!

See How We Rescue

Donate

Adopt

sear search ch

Sponsor

Links = Verdana Regular, 14pt on 16.8pt leading, Underlined, Pantone 660C

33UPPORT /UR UPPORT /UR 2ESCUE 0ROGRAMS 2 ESCUE 0ROGRAMS Donate Today!

Click to Read More

PLAYER branding | web design | sales promotion

nORTH SHORe aniMaL LeagUe aMeRiCa

3.1 client’s analytics and testimonial Analytics • Market research found the rebranding gained a greater response from the younger demographic, but didn’t alienate the older • Demographic new outreach: 18-25 (from 25-54) • Increase in donors: 18-34 • Website experienced a 30% increase in traffic since redesign • Website experienced a 12% increase in donations since redesign • Website now competes head-to-head with ASPCA Testimonial "SKGD's freshness and creativity during our logo design project led us to engage the group for North Shore Animal League's new website redesign as well. SKGD is a collaborative design partner with a unique talent that brought our vision to life." Sue Draddy, Marketing Director NORTH SHORE ANIMAL LEAGUE AMERICA

branding | web design | sales promotion

nORTH SHORe aniMaL LeagUe aMeRiCa

North Shore Animal League America RebRanding & WebSiTe RedeSign

branding | web design | sales promotion

nORTH SHORe aniMaL LeagUe aMeRiCa