Background
The Humane Society family of organizations had been a global animal protection leader for 70 years. However, because of their names, they were often mistaken for local shelters or humanitarian organizations, hindering growth. We partnered to create a global brand that better reflects their role and impact.   

Solution
The creative challenge was to streamline 
the complex brand architecture and develop 
a single go-to-market name that resonated with existing supporters and new audiences. Humane World for Animals maintained a key element of equity domestically (‘Humane’), clarified their focus on animals (to avoid translation issues globally), and made their global vision clear. We navigated internal concerns about change and its impact on donations, love of the existing logo, and cultural differences, using data to outline potential impacts. The new brand identity, featuring a dynamic globe logo and a bold visual system, enhances visibility and emotional connection, positioning the organization for greater reach and impact.  

Results
The new brand was introduced to the world on February 14, 2025, generating 329MM earned social impressions in February and 3x brand impressions and direct traffic during launch week. In addition, there was a 14 percent YoY increase in branded search impressions for Humane Society and Humane World and Humane World for Animals search volume increased 55x. Feedback from long-time supporters and members was universally positive.   

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