006. Hope4Pets NC

Overview

Hope4Pets North Cyprus is a non-profit organization dedicated to rescuing, rehabilitating, neutering, and rehoming stray dogs and cats across the region. Despite their vital work, their previous brand identity lacked the emotional resonance and visual consistency needed to reflect their mission and connect with a broader audience. This redesign project aimed to transform Hope4Pets into a more visually compelling and emotionally engaging brand while staying true to its grassroots spirit and community-driven values.

Objectives

The goal of the project was to create a cohesive and memorable brand identity that reflects warmth, care, and inclusivity. This involved designing a logo that communicates the heart of the organization, developing a consistent visual system for use across print, web, and social media, and increasing engagement with donors, adopters, and volunteers.

Research & Insights

The initial research phase included interviews with volunteers and donors, observation of social media interactions, and benchmarking against similar animal rescue organizations around the world. Key findings highlighted the need for more emotional storytelling and warmth in communication, a desire to create a friendlier and more approachable tone, and the importance of standing out among NGOs through a distinct and memorable visual identity.

Logo Redesign

The new logo features a human arm gently wrapped around a dog and a cat, symbolizing protection, compassion, and the deep bond between humans and animals. Each element carries meaning: the arm represents human empathy and care; the dog and cat silhouettes highlight the organization’s focus on both species; soft lines convey gentleness and kindness; and the circular composition reinforces a sense of unity and safety.

Color Palette

The Hope4Pets color palette is vibrant and friendly. Green stands for growth and healing. Lemon adds energy and joy. Purple brings empathy and warmth. Mustard offers a grounded, approachable feel, while blue reflects calm and trust. Together, they create a playful and caring visual identity.

Typography

Hope4Pets uses Rethink Sans as the main typeface for its clean, modern, and easy-to-read style. Caveat is used as a secondary font to add a personal and friendly touch when needed.

Mascot Design – Meet Hopey!

To bring the brand to life and connect with younger audiences, a mascot named Hopey was introduced. Hopey is a cheerful pet house with arms, legs, and a warm smile, symbolizing a safe haven for all animals. Designed in both 2D and 3D formats, Hopey is used across educational materials, social media, and event branding.

Bringing the Brand to Life

To ensure the brand feels both professional and approachable, a playful yet thoughtful tone of voice was adopted. Communication is warm, clear, and compassionate, reflecting the care Hope4Pets provides. This tone is consistent across all applications, from social media posts to adoption materials. Visually, the identity system is brought to life through thoughtful applications across web, print, merchandise, and event spaces, creating a cohesive and engaging experience at every touchpoint.