THE CHALLENGE
This project reimagines the adoption-focused side of Best Friends Animal Society, a nonprofit dedicated to ending the killing of cats and dogs in shelters nationwide. The goal was to create a warm, emotionally driven campaign that highlights the journey from isolation to connection through adoption, using illustration as the primary visual language.
Best Friends Animal Society has a strong mission, but their adoption messaging competes for attention in a crowded nonprofit space. The challenge was to create a campaign that feels approachable, modern, and emotionally resonant. I aimed to clearly communicate the impact of adoption in a simple, memorable way.
THE CONCEPT
The concept centers on connection, love, and transformation. The campaign visually tells the story of adoption through a simple narrative sequence: Alone → Found → Loved. I created minimal, friendly illustrations of animals that evolve from solitude to companionship, reinforcing the emotional shift that adoption creates.
Soft shapes, heart motif, and a limited color palette were used to create a sense of warmth and trust. The illustrated animals act as universal symbols, allowing viewers to emotionally connect without relying on specific breeds or real photography. The system is designed to feel hopeful, inclusive, and human, mirroring the experience of finding a best friend.
