Pets for Vets is a nonprofit organization that provides veterans suffering from PTSD and physical trauma with specially trained rescue animals. They have successfully matched over a hundred veterans and shelter animals around the country and continue to do so with the help of volunteers and donations.
I chose to reimagine the branding of this organization because its mission and values resonated with me. Having grown up in a military family, I can empathize with the struggles that service members and their families can face. I also care about animals, owning a cat and dog who were both rescues. Humans and animals can form strong and life changing bonds, a relationship that benefits both and goes beyond ownership.
The biggest challenge I faced in this project was creating a visual style that was not simply an imitation of the existing material. I wanted to update the visuals whiteout compromising its core identity.
Elements like the patriotic color scheme were altered slightly to accommodate a more modern approach.
Dog tags became the new primary visual element because of their versatility. The style allows for different color combinations to suit certain needs while also retaining the symbolic and emotional representation of military service.
Printed material like pamphlets and brochures help promote the organization's cause and offer another accessible format. I envisioned this material being available at clinics or community centers where it would reach the right audience of veterans and military families.
The typefaces were chosen because of how they matched the iconography and because of their characteristics. They are smooth and rounded, complementing the organization's calm and collected approach to their mission. The color palette is a darker shade of the patriotic color scheme to soften the visuals of the rebrand.