Cats Protection is a charity with admirable goals: prevent cruelty and mistreatment of cats, reduce the need for rehoming of cats, and share research about cats to influence policy. Design agency Lukecharles has distilled a new brand message for the organization that says it all: making a better life for cats, because life is better with cats.
Lukecharles also created a logo that knits together a wordmark and a logo. Embedding the word “cat” into the form of the cat both says and shows the charity’s main concern. The designers also created a sonic identifier, a distinct purr that can be paired with an animated stretch of the logo’s cat.
After adding a new bespoke typeface, a new color palette, and a redirected photographic style to the project, Lukecharles designers took the redesign even further. From the agency’s website: “We supported the charity to launch the brand by leading the creative development of their biggest ever fundraising campaign, including a hard-hitting film which tells the story of one of their most important areas of work: their temporary cat fostering service for anyone fleeing domestic abuse.”