BedForPet (BFP) is a nonprofit organization that rescues, treats, and facilitates the fostering of cats in the Prague area.
When we began working with Diana, the owner, we knew that the association needed more than just a visual refresh. She had just come out of a burnout after a successful second year in which she carried most of the workload. So, we went deep: we redefined the business goals to align with her needs and those of the association, realigned the brand strategy, developed a new brand identity, and organized a brand activation.
The overall goal of this rebrand was to make the brand feel more professional without losing the soul of Diana and BFP, which is spontaneous and joyful. This would help the association gain enough respectability to increase revenue through fundraising, sponsorships, and brand collaborations.
Before creating the creative directions, we asked BFP’s audience about their perception of the association and researched local and international competitors. Using our insights, we built a brand strategy in four sections: personas, market positioning, a revamped brand core, and brand character.
Preview of the brand strategy summary.
We’ve built three creative directions with different levels of playfulness across the logo, illustrative assets, and art direction. We selected the most playful direction, the third one.
Direction 1 - A milder direction centered around the spontaneity of handwriting and hand sketches.
Direction 1 - A milder direction centered around the spontaneity of handwriting and hand sketches.
Direction 2 - A more type-centric direction around a round custom font.
Direction 2 - A more type-centric direction around a round custom font.
Direction 3 - A colorful direction playing around irregular cut out shapes, with simple illustrations and a soft sans serif.