The SPCA brand colors were refreshed and expanded to create a more vibrant and visually appealing identity while maintaining a strong connection to the parent branding. Additionally, visual elements and key photographic styles were incorporated to ensure consistency across all touchpoints.

My visual contributions to the project included developing the branding color palette and applying it to the website design. The website serves as a platform to showcase Paw Defenders’ initiatives, raise awareness about animal abuse and neglect, and dispel common myths that contribute to mistreatment. It also provides essential information and helplines for reporting cases.

A strong social media presence was emphasized as a catalyst for spreading awareness and amplifying the message of the immersive exhibition, Pawspective. This installation shifts the perspective on animal abuse, allowing people to experience neglect and mistreatment from an animal’s point of view. By fostering empathy, it aims to create a deeper understanding of the issues and encourage more responsible behavior toward animals. The message of being a paw defender was reiterated through a brochure where upon visitng all the booths, visitors get a stamp which counts them in as a part of the community seeking positive change in the wellbeing of animals.

In addition to being the main contributor to the ideation of Pawspective, I also made myself useful by reinforcing the branding through 2D visual elements designed for a 3D space. This was particularly applied to Caged Pawspective, a zoomed-in section of the exhibition that provided a more immersive experience. This VR booth was designed to allow participants to experience life through the eyes of these confined animals, underscoring their need for movement, space and respect and living beings.