Humane Society of West Michigan is an animal shelter in Grand Rapids whose mission is to promote the humane treatment and responsible care of animals. Being a completely donor-funded organization, HSWM believed their mission would benefit from an updated, more polished brand impression.

While maintaining the most recognizable existing elements, I gave the brand an overall refresh – including an expanded color palette, a new typographical system, icon sets, stationery, and brand standards. I also designed most of HSWM’s public-facing assets – including educational materials, event branding, and donor communications. The new colors are bright and cheerful, the type is easy to read and approachable, and wherever possible, the designs feature engaging photos of the animals whose stories were changed by the work HSWM does.