Background: Smådjurschansen is a non-profit organisation that helps small animals such as rabbits, rats, birds and reptiles that have been given up on find their forever homes. Brief: Smådjurschansen needs more people to adopt small animals and they want a re-brand. While taking into account that the current logo is very dear to the organisation, create a new visual identity. Implement the new visual identity on a landing page, on social media and make a mockup of what material for an exhibition could look like.
Software: Figma, Indesign, Canva, Photoshop Credits: Smådjurschansen
The Assignment
This project started as a school assignment where we were divided into groups of four. We had just over two weeks to do our research and create a new visual identity, website design, social media content, ads, as well as material for an exhibition booth. Since this topic is close to my heart, I decided to further develop my group's original proposal as soon as I had time to spare. This is just a part of the project, and if you want to see more you can download the full graphic profile in Swedish here
Visual Identity
Respecting the Bunny
Since Smådjurschansen is a non-profit organisation with the mission of helping, spreading awareness and raising the value of small animals, it felt important to create an identity that feels professional, trustworthy and engaging to get more people interested in adopting. And of course, I tried my very best to honor the original logo!
Typography
I chose the font Sarabun (no bun intended) for both the logo and as a headline font. It is an accessible typeface available on Google Fonts, and it is easy to read in both large and small sizes. For body text, I chose Inter, which was created for high readability on screens but also works well in printed material. Inter is also available on Google Fonts. Accessible and free of charge!
Colors and Graphic Elements
The primary palette consists of calm and nature-inspired colors mixed with two more attention-grabbing secondary colors. The secondary colors are used to highlight specific topics. Orange for information about how followers can offer support, and purple for information about becominng a foster home. The little heart-shaped bunny tail from the logo can be seen again in the icons on the website, as well as on social media.
Website
Structure
Smådjurschansen's current website provides important information, with their landing page focusing on animals that have waited longer for their forever homes. Aside from that and stating their non-profit status, the landing page has minimal content. While researching, it was decided to keep all site information but improve its structure. Key information should be easily accessible from the landing page.
The Biggest Changes
The section for the animals remains, aiming to help viewers sympathize right away by having more information about them on the first page, no extra clicks needed. Details about the organisation, adoption, becoming a foster home, and other support options are also on the first page as call-to-action buttons (using the secondary colors). This is followed by lesser-known facts about small pet ownership, to spread awareness, and ending it on a happy note with pictures submitted by forever homes.
Social Media
Canva
When it came to creating content for social media, Canva felt like a good choice. It might not be my favorite app, but it's easy to use and free for non-profits. The idea was to create easy-to-use templates so that the work can be done by anyone in the organisation, without taking too much time away from the important task of helping the animals.
Exhibition Booth Material
Down below is an example of what materials for an exhibition booth could look like: a handout pamphlet with information about what Smådjurschansen is and what they do, paired with a display featuring graphics that highlight the most important points. There is also an adoption certificate, where the foster family can pass on information about the adopted animal. My group came up with this idea to help Smådjurschansen show their appreciation to adopters, make the foster family feel included, and maintain a relationship even after the adoption.
This is a fictive case