Pets for Vets is a nonprofit that pairs veterans experiencing PTSD and physical trauma with specially trained rescue animals. With the help of volunteers and donations, the organization has successfully matched more than 100 veterans with shelter animals across the country.
I chose to reimagine the organization’s branding because its mission strongly resonates with me. Growing up in a military family, I understand the challenges service members and their families face. I also care deeply about animal welfare, as both my cat and dog are rescues. The bond between humans and animals can be powerful and life-changing, benefiting in ways that go beyond simple ownership.
The biggest challenge in this project was developing a visual style that didn’t directly imitate their existing materials. My goal was to modernize the design while preserving the core identity of the brand.
Elements like the color palette were refined and slightly adjusted to create a more contemporary look while retaining the patriotic aesthetic.
Dog tags became the primary visual element due to their versatility and strong symbolic connection to military service. The design allows for varied color combinations to suit different applications while maintaining the significance associated with veterans.
Printed materials like pamphlets and brochures help promote the organization’s mission in a traditional format. I envisioned these materials being distributed in places like clinics or community centers, where they could effectively reach veterans and military families.
The typefaces were chosen for their compatibility with the iconography and their rounded forms which reflect the organization’s calm and supportive mission. The color palette uses darker tones to create a softer, more modern visual identity.