LOTHIAN CAT RESCUE
To apply a full rebrand to the Lothian Cat Rescue, a popular animal rescue service in Bonnyrigg, Scotland. Freshen up the identity and web presence in order to broaden the organisation's appeal and raise its profile - highlighting the great work it does in the field of cat rescuing, fostering and adoption.
(Edinburgh College graded unit)
While looking into my target audience I found that cats are incredibly popular among millennials; approximately 90% have watched cat videos online and 80% share cat memes online. This demographic also has an urge to try to do good or better the world in some way. They are very active online and on social media, meaning an online presence is crucial to any business trying to appeal to this audience.
Digital, therefore, became the main focus of this re-brand: making the website more appealing and easier to navigate, and optimising it for viewing on mobile devices. The current website suffers from its lack of mobile optimisation, with overlapping text and small font sizes making it hard to read.
I also worked on upgrading the adoption process. Currently, there is a photo of each cat with a short blurb describing the cat’s personality underneath. The issue with this is it’s hard to filter out the cats that are unsuitable for your home without reading the bio for every animal. With my proposed navigation system you would be able to easily see any quirks the cat might have, for example: needs access to a garden, can’t be around young children etc. This speeds up the process for an already time poor demographic.
For the new brand logo I began looking at Egyptian culture and hieroglyphs of cats – taking their very stylised approach and developing a logo that also subtly has the letters L-C-R (for Lothian Cat Rescue) hidden within it.
I came to my strapline of ‘There’s no place like home’ because the term 'forever home' is commonly used in relation to the adoption of dogs and cats. I also came across wonderful quote which said, "having a cat is the difference between coming home to an empty house and coming home". In support of the strapline, I chose a warm colour palette and beautiful photography of cats at home to really appeal to people who may be considering adding a feline to their family.