A fetching new brand for a 110 year-old nonprofit.
More than a shelter.
Founded in 1907, Marin Humane have been pioneers from the get go. They began by fighting for the protection and welfare of farm animals and today they run groundbreaking programs like rehabilitating inmates at San Quentin and building confidence in kids with autism. The problem was that the outside world had very little awareness about the unmatched breadth of their work and their far reaching impact, often sharing their expertise across the US and overseas. So the brand needed to change the misconception that they’re just a place you go to adopt a dog or a cat. In reality, they’re not just animal people, they’re people people too, because their programs bring animals and humans together, forging a bond that impacts not just homes, but makes neighborhoods and communities happier and healthier.
Transforming lives, one smile at a time.
Their brand DNA is ultimately about transforming lives which helped lay the groundwork for the creation of their new tagline, Lives made happy™. Traditionally, the identities of these organizations heavily feature illustrations of dogs, cats, hearts and hands which was a direction we wanted to avoid. Their new identity helps them stand out, but more importantly, supports their new positioning of being inclusive of people as well as other species of animals beyond cats and dogs. Lives made happy™ conjured up images of smiles and led us to creating an icon that could not only be integrated as the ‘u’ in the word humane but be used as a standalone. Designing a universal icon has given them a really flexible element, direct from the identity, that can easily be used across all of their communications from social media to advertising to campus signage and everything in-between.
“The challenge was to change the misconception that they’re just a place you go to adopt a dog or a cat. In reality, they’re not just animal people, they’re people people too, because their programs bring animals and humans together, forging bonds that impact not just homes, but makes neighborhoods and communities happier and healthier. The tagline we developed, Lives made happy™, inspired us to create the smile icon in their identity, which is a simple and recognizable symbol that will be used across all of their communications.”
Aimee Kilmer - Good Stuff Partners Creative Director
Taking the brand off leash.
We worked hard to make sure everyone, from the board of directors, to staff, to volunteers, and important stakeholders, were part of the process, taking time to understand their thinking and how they communicate in the real world. We ran elevator pitch and writing workshops so everyone was armed with the practical tools they needed out the gate. As Marin Humane’s greatest brand ambassadors, it was important they felt the brand was as authentic and inspiring as the amazing work they do.
Digital & Print Design
Strategy & Positioning
Vehicle branding, design & production
We were so pleased to have found Good Stuff! They've done a fantastic job and were the perfect fit. From reviewing our past efforts to facilitating meetings, from design decisions to preparing us for implementation, they've been with us every step of the way.
We found their insight, guidance, expertise, patience and persistence invaluable. Their approach was just what we needed! They truly partnered with us, taking the leadership team and board through the process, ensuring we had commitment at the key stages of the project. They made sure that our new brand authentically reflects who we are and got us ready for the next stage of our growth.
CEO Marin Humane