ground animal welfare
Ground Animal Welfare is a non-profit organization dedicated to rescuing, rehabilitating, and protecting animals in need. While their on-ground impact was strong, their digital presence didn’t fully reflect the scale of their work or make it easy for people to understand, support, or engage with the cause. The goal of this project was to redesign the social media and website to clearly communicate the organization’s mission, simplify information access, and encourage meaningful actions such as donations, volunteering, and adoption.
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problem
Finding healthy and convenient snack options that align with one's dietary preferences can be a challenge in today's fast-paced lifestyle. Many individuals struggle to navigate the overwhelming array of snack choices available, often resorting to unhealthy options due to limited time and information. Existing snack subscription services often lack personalization, leaving consumers with limited control over the snacks they receive and hindering their ability to maintain a balanced and nourishing diet.
solution
The digital approach focused on consistency and clarity, with brand-first thinking guiding a visual language that translated seamlessly across the website and social platforms. Story-driven communication was used to highlight rescues, impact, and everyday efforts without overwhelming the audience, while action-oriented design ensured users could easily donate, volunteer, adopt, or spread awareness. Social media content extended the website’s narrative, reinforcing trust, visibility, and ongoing engagement across touchpoints.
I worked across branding, website design, and social media direction, focusing on:
Defining a cohesive visual identity aligned with the NGO’s values
Designing a clear, empathetic website experience
Establishing a consistent design system for social media content
Structuring messaging to balance emotion, information, and action
Defining a cohesive visual identity aligned with the NGO’s values
Designing a clear, empathetic website experience
Establishing a consistent design system for social media content
Structuring messaging to balance emotion, information, and action
The branding focused on warmth, trust, and approachability:
Color palette: Earthy neutrals and greens to reflect care, safety, and nature
Typography: Clean, legible typefaces for accessibility and clarity
Visual tone: Honest, minimal, and empathetic avoiding sensationalism
Design system: Flexible components adaptable for posts, stories, and web layouts
This ensured the brand felt consistent whether someone discovered Ground through Instagram or the website.
The website was designed to be intuitive and emotionally grounded:
Clear navigation and content hierarchy
Dedicated sections for rescues, initiatives, and impact
Strong yet respectful calls-to-action for donations and volunteering
The site now serves as the central hub for Ground’s digital presence.
Social media was treated as a storytelling and awareness tool:
Designed reusable templates for posts and stories
Balanced educational content, rescue updates, and community appreciation
Maintained visual consistency to improve recognition and trust
Focused on content that encourages shares, saves, and conversation
This helped build a stronger, more recognizable digital voice for the NGO.
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design and work
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website being a platform for all their fundraise, awareness and digital presence
The refreshed digital presence led to measurable improvements across platforms — with website engagement increasing by ~40%, social media reach growing by 2×, and profile interactions (saves, shares, inquiries) seeing a consistent upward trend within the first few months. Clear calls-to-action also resulted in a noticeable rise in volunteer sign-ups and donation inquiries, indicating stronger user intent and trust.
summary
This project highlights how thoughtful branding and design can amplify social impact. By aligning visual identity, web experience, and social media communication, Ground Animal Welfare now has a digital presence that reflects the care, dedication, and purpose behind its work.
see also
