Graphic Design
Ground Animal Welfare
Ground is an animal welfare NGO working tirelessly to rescue, rehabilitate, and raise awareness about the rights and safety of animals. While their work was impactful on the ground, their digital presence required more clarity, consistency, and emotional connection. They needed a clean, approachable social media identity and a website that could communicate their needs — donations, volunteer calls, and success stories — more effectively.
Year :
2025
Industry :
Nonprofit
Client :
Ground Animal Welfare
Project Duration :
Branding • Graphic and UI/UX Design
Problem
Ground, an animal welfare NGO, needed a cohesive and emotionally resonant design system to support their mission. Their existing digital presence — especially on social media — required better consistency, clarity, and a sense of visual identity.
They also needed a website that could clearly communicate their values, drive donations, and share stories of impact — all while maintaining the sensitivity and emotional tone required for animal welfare work.
The challenge was to create a clean, scalable design system that felt soft, grounded, and trustworthy — while enabling them to share real-time updates, educate the public, and increase support for their work.
visual direction
We leaned into a soft pastel palette (cream, pink, and brown) paired with dark green for contrast. The goal was to maintain emotional warmth without overwhelming the viewer — especially when dealing with sensitive, sometimes distressing topics.
Clean illustrations and rounded typography brought in a childlike simplicity and gentleness. The overall design tone was intended to feel kind, grounded, and hopeful — echoing the name of the organization itself.
design goals
Build a cohesive visual identity across social and web.
Discover clean, emotionally sensitive illustrations that convey trust and care.
Optimize layouts to highlight urgent needs like donations, adoptions, and field updates.
Prepare for a scalable website with strong narrative flow and accessibility in mind.
social media
We introduced templates that were easy to reuse internally — including post types for:
Field rescues
Awareness campaigns
Adoption highlights
Behind-the-scenes work
Each template was optimized for clarity and visual consistency while allowing for real-time updates with minimal design effort.
challenges
Communicating sensitivity without being overly emotional: The nature of animal rescue work can be intense — we needed a visual system that felt empathetic, not heavy.
Inconsistent social media presence: There was no unified structure or visual language, making posts feel fragmented and hard to follow.
Lack of a donation-friendly web platform: Ground didn’t have a website that could clearly explain their work or encourage ongoing support.
Limited internal design bandwidth: Any system we created had to be easily maintainable by a small team with limited design resources.
summary
This project focused on designing a visual identity that could reflect the care and compassion at the heart of Ground’s mission. We developed a flexible system using soft pastels and strong layouts to bring consistency across their social media and prepare for a storytelling-focused website.
Clean illustrations, modular templates, and an emotionally attuned design language helped the NGO share updates, raise awareness, and drive support more effectively — all while staying true to their grounded, empathetic values.
More Projects
Graphic Design
Ground Animal Welfare
Ground is an animal welfare NGO working tirelessly to rescue, rehabilitate, and raise awareness about the rights and safety of animals. While their work was impactful on the ground, their digital presence required more clarity, consistency, and emotional connection. They needed a clean, approachable social media identity and a website that could communicate their needs — donations, volunteer calls, and success stories — more effectively.
Year :
2025
Industry :
Nonprofit
Client :
Ground Animal Welfare
Project Duration :
Branding • Graphic and UI/UX Design
Problem
Ground, an animal welfare NGO, needed a cohesive and emotionally resonant design system to support their mission. Their existing digital presence — especially on social media — required better consistency, clarity, and a sense of visual identity.
They also needed a website that could clearly communicate their values, drive donations, and share stories of impact — all while maintaining the sensitivity and emotional tone required for animal welfare work.
The challenge was to create a clean, scalable design system that felt soft, grounded, and trustworthy — while enabling them to share real-time updates, educate the public, and increase support for their work.
visual direction
We leaned into a soft pastel palette (cream, pink, and brown) paired with dark green for contrast. The goal was to maintain emotional warmth without overwhelming the viewer — especially when dealing with sensitive, sometimes distressing topics.
Clean illustrations and rounded typography brought in a childlike simplicity and gentleness. The overall design tone was intended to feel kind, grounded, and hopeful — echoing the name of the organization itself.
design goals
Build a cohesive visual identity across social and web.
Discover clean, emotionally sensitive illustrations that convey trust and care.
Optimize layouts to highlight urgent needs like donations, adoptions, and field updates.
Prepare for a scalable website with strong narrative flow and accessibility in mind.
social media
We introduced templates that were easy to reuse internally — including post types for:
Field rescues
Awareness campaigns
Adoption highlights
Behind-the-scenes work
Each template was optimized for clarity and visual consistency while allowing for real-time updates with minimal design effort.
challenges
Communicating sensitivity without being overly emotional: The nature of animal rescue work can be intense — we needed a visual system that felt empathetic, not heavy.
Inconsistent social media presence: There was no unified structure or visual language, making posts feel fragmented and hard to follow.
Lack of a donation-friendly web platform: Ground didn’t have a website that could clearly explain their work or encourage ongoing support.
Limited internal design bandwidth: Any system we created had to be easily maintainable by a small team with limited design resources.
summary
This project focused on designing a visual identity that could reflect the care and compassion at the heart of Ground’s mission. We developed a flexible system using soft pastels and strong layouts to bring consistency across their social media and prepare for a storytelling-focused website.
Clean illustrations, modular templates, and an emotionally attuned design language helped the NGO share updates, raise awareness, and drive support more effectively — all while staying true to their grounded, empathetic values.
More Projects
Graphic Design
Ground Animal Welfare
Ground is an animal welfare NGO working tirelessly to rescue, rehabilitate, and raise awareness about the rights and safety of animals. While their work was impactful on the ground, their digital presence required more clarity, consistency, and emotional connection. They needed a clean, approachable social media identity and a website that could communicate their needs — donations, volunteer calls, and success stories — more effectively.
Year :
2025
Industry :
Nonprofit
Client :
Ground Animal Welfare
Project Duration :
Branding • Graphic and UI/UX Design
Problem
Ground, an animal welfare NGO, needed a cohesive and emotionally resonant design system to support their mission. Their existing digital presence — especially on social media — required better consistency, clarity, and a sense of visual identity.
They also needed a website that could clearly communicate their values, drive donations, and share stories of impact — all while maintaining the sensitivity and emotional tone required for animal welfare work.
The challenge was to create a clean, scalable design system that felt soft, grounded, and trustworthy — while enabling them to share real-time updates, educate the public, and increase support for their work.
visual direction
We leaned into a soft pastel palette (cream, pink, and brown) paired with dark green for contrast. The goal was to maintain emotional warmth without overwhelming the viewer — especially when dealing with sensitive, sometimes distressing topics.
Clean illustrations and rounded typography brought in a childlike simplicity and gentleness. The overall design tone was intended to feel kind, grounded, and hopeful — echoing the name of the organization itself.
design goals
Build a cohesive visual identity across social and web.
Discover clean, emotionally sensitive illustrations that convey trust and care.
Optimize layouts to highlight urgent needs like donations, adoptions, and field updates.
Prepare for a scalable website with strong narrative flow and accessibility in mind.
social media
We introduced templates that were easy to reuse internally — including post types for:
Field rescues
Awareness campaigns
Adoption highlights
Behind-the-scenes work
Each template was optimized for clarity and visual consistency while allowing for real-time updates with minimal design effort.
challenges
Communicating sensitivity without being overly emotional: The nature of animal rescue work can be intense — we needed a visual system that felt empathetic, not heavy.
Inconsistent social media presence: There was no unified structure or visual language, making posts feel fragmented and hard to follow.
Lack of a donation-friendly web platform: Ground didn’t have a website that could clearly explain their work or encourage ongoing support.
Limited internal design bandwidth: Any system we created had to be easily maintainable by a small team with limited design resources.
summary
This project focused on designing a visual identity that could reflect the care and compassion at the heart of Ground’s mission. We developed a flexible system using soft pastels and strong layouts to bring consistency across their social media and prepare for a storytelling-focused website.
Clean illustrations, modular templates, and an emotionally attuned design language helped the NGO share updates, raise awareness, and drive support more effectively — all while staying true to their grounded, empathetic values.