PAWS REBRAND
A reimagined identity celebrating Filipino culture and compassion for animals
OVERVIEW
The Philippine Animal Welfare Society (PAWS) is a registered non-profit organization which is dedicated to the protection and the promotion of humane treatment of all animals.
My rebranding aims to strengthen the Filipino identity of the organization, incorporating touches of the country’s flag, culture, and spirit in all aspects of the brand.
For instance, the redesigned PAWS logo puts the iconic sun from the country’s flag front and center, and the font for the PAWS name - designed by a Filipino artist - is commonly used in signage across the Philippines. Additionally, the new color palette used in all PAWS branding is directly inspired by the red, yellow, blue, and white colors from the country’s flag.
TOOLS USED
InDesign, Illustrator, Photoshop, Figma
DURATION
14 weeks
CURRENT LOGO
REDESIGNED LOGO
STAKEHOLDER INTERVIEW RESPONSES
“I want this organization to grow even more and be more of a household name in the Philippines. Students should hear about all the good work they do in schools and should have the opportunity to volunteer. The brand should be more Filipino in my view in the logo and the overall way it looks so that we Filipinos can say to the world that we care about animals.”
“I learn more about how I can help advocate for animal rights through this organization, and I have somewhere to go if I would ever like to adopt an animal or bring one from an unsafe situation into a safer place. I also feel great that there is an organization that advocates for animals in my community, especially with so much mistreatment for animals out there”
By involving stakeholders in the rebranding process, we can create a more authentic, relevant, and differentiated brand identity that aligns with its mission and vision.
