OVERVIEW
Reducing the suffering of farmed animals by helping people move towards a vegan diet. 

I worked with the Compassionate Action for Animals (CAA) committee to overhaul their entire look and feel to accurately reflect their mission and attract more of their target audience. 
SERVICES PROVIDED
Strategy
Creative Direction
Brand Positioning
THE CHALLENGE
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 process. Each attributed was unveiled during our facilitated strategy workshop where I help CAA define their brand and their audience. 

CAA welcomes people into the vegan community, provides support for their transition to compassionate living, and empowers them to take effective action for farmed animals.
THE LOGO
Balancing length and Simplicity

The original logo showed a shove when their focus is on farmed animals. I moved away from animal iconography to stand out from similar organization 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 that’s passionate about animals, and the heart supports that idea.​​​​​​​
Warm and Energizing

The colors are intended to convey a warm and energizing personality, again referring back to the brand attributes. The warm colors communicate energy, encouragement, and action. They are associated with heightened emotions and passion. The cooler colors provide contrast to the warmer tones and also communicate 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.
TESTIMONIALS 
"Danami was able to synthesize our ideas into a singular vision that has had significant impact for our organization.

The new visual brand identity has received great feedback from our constituents, and we’ve seen growth in general engagement since implementing the design.” 
Justin LeafCommunications & Events Coordinator, Compassionate Action for Animals


Credits
Role: Strategist and Creative Director ​​​​​​​
Client: Compassionate Action for Animals
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