Physical outcomes

Full set of the campaign to promote the message/event which asks people to take care of animals/pets.

Evaluation

Overall, I really enjoyed doing this project as I worked with one of my friend who studies the same subject as me but at a different university. Therefore, we can learn many things from others. The most interesting part over the project was the process to mix the mint blue for screen printing. We tried many times to mix the mint blue that is exactly same as the one on the digital media, it was a great opportunity to do screen printing on fabric as I usually just did on paper. 

Generally, we really like all the things that we made for this campaign, they linked to each other and worked quite well. If we have a further chance to make a similar campaign, we want to focus on the “wild animals” as some animals are being extinction/killed, hence, they are also a target that people should protect them.

Final Design

As a result, we produced different materials to help to promote our campaign, we created a series of posters, stickers, postcards, t-shirt, tote-bag and a social media. The final outcomes work quite well at all, especially the logo.

A4poster

 

Tote-bag

T-shirt

Campaign logo

Social media

Social media

Poster

Poster

Poster

Poster

Stickers

A6postcard front side

A6postcard back side

Idea development

Suddenly, both of us got an interesting idea about our logo, due to the fact that our organization is about animal welfare so we think it would be great to make the shape of the logo related to the animal. As the most common animal being abandoned is dog so e tried to use dog footprint and changed the text "Abandoned Animal Rescue" to "AAR" as the short form. We changed the typeface from "Optima" to "Helvetica" in this case because it works better on the logo with Helvetica.

At last, we came out the logo like this:

I developed a series of posters so that each of them looks more unique and can make the public feel more interesting and attractive. Basically, the posters we created were pretty similar to some objects that we drew by hands, we modified it from the computer to make it more professional. We decided to use the same colour that we used on the log(mint blue) so that is linked to the whole campaign.

Since the above one just drew by hand so the heart shape wasn't looking perfect, while downstairs one modified by digital software, however, the quality was quite poor. At that time, someone suggested to me that I could join both together, using each advantage and joined them together to form a great outcome. The heart represents "Our love to animals".

We really like this quality of outcome, it looks attractive and the heart shape looks natural when connected to the dog body. Then, we moved on to develop more posters. Basically, our logo is the main core of the whole campaign no matter when we develop digital outcomes or physical outcomes.

Post cards initial idea

In the beginning, we wanted to create some postcards using some photography on it, however, when I showed them during the crit, people suggested I could use those sketches/designs we did instead of the photography so that it seems more linked to our campaign. Basically, we tried to work with different colours(around bright colours) so that it makes more interesting.

Initial ideas

I tried to design/modify the logo by typography because it is really straightforward, which people can see easily. We decided our organization's name be "Abandoned Animal Rescue". We tried with a typeface that we have never used before which was called "Optima". The reason that we choose that was because it is a Sans-serif typeface which looks more trustful in the campaign. It looks pretty similar to Helvetica, while, Optima has a strong contrast on the thickness of strokes which is the point that attracted us. It looks simple and clean but because of the contrast of the thickness of strokes, it makes the characters become more interesting and attractive.

Afterward, we have to consider the colour that represents our organization. It was a difficult discussion because we wanted to choose a colour that is peaceful but also looks special so that people can recognize it easily. Throughout the process, we came out with a mint blue which fits to what we wanted. We were really happy with the result. The bottom right was the colour we have chosen.(It looks slightly different in here but works well on the physical outcomes).

 I looked at "The Body Shop" logo as an inspiration, so I tried to create our logo similar to it which looks simple. Worked through with the colour we have chosen, it looks really nice, I showed this logo during the crit and people really like it but they suggested that I could separate more between both circle. The colour work really well with this typeface, they are really matched together.

When we got our first version of the logo, we started to make some posters really quick otherwise we wouldn't have enough time to finish it. They were not yet finished but they were the general ideas that what we wanted the posters like.

Idea sketches

In the beginning, I sketched the really basic ideas that we want the brand/campaign like. Generally, we know that the most common animals being abandoned are dogs, therefore, our main focus was dogs. Therefore, I drew different dogs with lines only and tried to get some inspiration to development more. Basically, I wanted to join the heart with the dog so that it is more related to our organization which is an animal welfare organization.

What are the main solutions that help the most to reduce the problem

There are some ways that done by most people who wanted to help to reduce the problem.

1. Some people joined the organization called "Pilot for Paws Mission", it is an organization that brings pets from state to state and bring them to their new owner, it is similar to charity groups.
2. Social media, it is the most successful way to educate people and encourage them to care about the problem.
3. People can sign up to be a foster home to keep some stray animals.

Impacts of having animal abandonment

It is serious that animal abandonment is a huge problem over the world which can cause a lot of disadvantages.
Firstly, abandoned pets tend to get sick often easily because they don't have clean supplies of food and water or proper checkups by a human.
Moreover, there may occur human/stray animal conflict, for example, road accidents or dog bites, etc. It is true that we can often see some news about traffic accidents caused by stray animals.
Thirdly, too many stray animals can cause the shelters overcrowded. Shelters are limited, while there are stray animals sent to the shelters every moment. Across Europe, animals are being kept in overcrowded shelters no matter in inhumane and unhealthy conditions.
There are still a lot of disadvantages of having animal abandonment which needs everyone help in order to fully tackle this problem

Reason of having animal abandonment

1) People keep breeding more pets for profit another people reward them for this by paying them for these pets.
2) People do not plan how they would continue to look after the pet in the future when they buy pets.
3) People moving to a new area/ house while there doesn't allow residents to have pets so they just leave or give up their pets.

Unfortunately, animal abandonment becoming one of the top serious problems over the world now which caused a serious trend. Each year, approximately 2.7 million dogs and cats are killed because shelters are too full and there are not enough adoptive homes for these pets to live. Moreover, around 7.6 million companion animals entered animal shelters nationwide each year, 3.9 million are dogs and 3.4 million are cats. This proved that dogs and cats are the major groups that people usually giving up them.

Animal Welfare brief identification

Since animal abandonment is a huge problem over the world every year, there are many adoptable pets put to death every year such as cats, dogs and small animals, etc. Therefore, I communicated with one of my friend from University of Leeds and we will work together for this project.

We want to create something to help to reduce or educate people to know or understand how serious this problem is.

Basically, we discussed that we want to create a campaign in order to encourage and educate people in the best way, for example, we want to create a series of posters, stickers and tote bag, etc.

Similar campaign/orgainzations

Since this became a serious problem, some organization started to create some campaigns in order to tell how serious the problem is, however, the problem is worldwide but there is a lack of animal welfare organizations. Therefore the problem still occurs every year.

League Against Cruel Sports:

Due to the fact that hurting and killing animals for ‘sport’ is one of the principal causes of animal cruelty in the UK, hence, the organization is here to protect these animals by different ways.

1. Investigate animal cruelty, often working at great risk, exposing and helping to bring to justice those behind illegal hunting and dog-fighting.
2. Campaign for stronger animal protection laws, and have successfully seen off attempts to weaken the hunting ban.
3. Educate members of the public, government officials and elected representatives across the UK so that they better understand the ways in which animals benefit us all. This is the most common way and the most efficient way to tell the general public.
4. They protect hundreds of thousands of animals including foxes, badgers, deer, and hares in their wildlife sanctuaries and areas where they own the 'sporting' rights, covering thousands of acres.

Personally, I really like their new logo, it looks simple, the shield is really meaningful because it gives a strong emotion to viewers that about the protection to animals.