The Grey Muzzle Organization is a non-profit organization dedicated to improving the lives of at-risk senior dogs through fund-raising and grants to animal hospitals, shelters, and organizations. The brand’s visual presence on platforms didn’t match up to the stellar fundraising that they’d been engaging in over the last three years. This called for a holistic rebrand, centered around their visual identity and strategy.

Research into the organization’s visual presence on social platforms and in the outside world found it lacking a personal and relatable touch. This insight formed the basis of my strategy and visual identity.

Starting with language, I decided to center my strategy around the concept of found families, seeking to illuminate the joys of adopting senior dogs, and showing donors how their donations directly affect the families and people who adopt these senior dogs.

The visual identity is built off of this strategy. I decided to illustrate the dogs to represent the joy and warmth that is within them, and counter assumptions that the general public would have about senior dogs. I then chose to pair these illustrations with a warm and inviting palette that exuded compassion.

The copy worked to iterate and expand on the idea of this found family. Taglines on all forms of media and merch were split into two levels of typographic hierarchy. Each level had a message of its own that sought to reinforce the goal of the organization. Each level of typographic hierarchy then came together to form a larger message. This was a typographic system implemented across applications.