Overview:
The Oregon Humane Society, regarded as one of the most trusted animal welfare organizations in the world, ran a campaign in the past called “End Petlessness.” The objective of this project was to revitalize the campaign under a new slogan called “Friends with Benefits” to promote the mental health benefits of pet ownership and boost adoption rates.
"Friends with Benefits" adoption campaign.
Ideation:
The design concept was to play with the ideas of mutualism of pet ownership and finding the missing piece to one’s home. The usage of soft lines and perspective was to create a positive and empathetic tone to complement the campaign’s tagline. My original take on the tagline was less humorous and more sentimental.
Poster design concepts for adoption campaign.
Final poster layout concept.
Design:
I went with a different approach than my original sketches and referenced building instructions to better represent the mutually beneficial relationship of pet ownership. I emphasize my color palette through a variety of organic shapes to bring movement and make it approachable for all ages. The new layout features pets as materials needed to build a perfect life, showing the contrast of life before and after owning a pet.
"Friends with Benefits" cat adoption keychain design.
"Friends with Benefits" dog adoption keychain design.
"Friends with Benefits" pet adoption billboard design.
"Friends with Benefits" cat adoption poster design.
"Friends with Benefits" dog adoption keychain design.
Implementation:
The applications feature the primary bus shelter posters, billboard, and keychains mock-ups to show that these prints will display at high traffic areas.
"Friends with Benefits" pet adoption billboard mockup
"Friends with Benefits" dog adoption bus shelter mockup.
"Friends with Benefits" cat adoption bus shelter mockup.
"Friends with Benefits" dog adoption keychain mockup.
