Humane Society of Huron Valley :
A Place-Based Rebrand
2022
Visual Identity & Branding
Environmental Graphics
Wayfinding Design
An animal-forward wayfinding identity system for the Rescue Ranch branch of a humane society.
In an independent studio course, I was given the assignment to direct a semester-long project in any area of my choosing. Curious to examine the collision between graphic design and our environment, I partnered with a local humane society to explore environmental branding for a new branch they were soon opening.
Process :
1. Research
Competitor Profiling
Site Visits
Interviews
2. Design Development
Icon Explorations
Type Pairings
Color Studies
3a. Brand Refinement
Details
Adding Illustrations
3b. Sign Design / Refinement
Exploring form, color, & type’s role on signs
Scale Explorations
Digital Refinement
To skip the process and jump right to the final work, click here.
Secondary Research
I started by approaching this project as I would any other branding project : by looking at the competition. I created a visual audit (left) that captured the color, logo, typography, environmental design, and web presence of 16 different Michigan animal shelters, and mapped out similarities in color usage in order to better understand how to differentiate HSHV's visual identity.
Observational Research
Through multiple conversations and site visits, I gained an inside perspective on the thoughts behind HSHV's current branding, and identified areas for improvement and potential project ideas. I identified keywords, such as soft, engaged, warm, and unique.
Color & Type Studies
Using the keywords I brainstormed through research, I started exploring color, type, and iconography with the intention of adding a level of contrast and playfulness to HSHV's current branding. I developed several possibilities for color, type, and iconography, and presented these schemes to my peers for feedback and user testing.
Icon & Form Explorations
A main focal point at this stage in my process was considering how to design the space for an animal audience rather than strictly for the human audience. I utilized language and scale to design separate signage that provided directions for the animals.
Physical Prototyping
Feeling a need to get physical and real with my ideas, I conducted some 3D modeling experiments to better understand the scale needed for clear communication as well as the general presence of the signage in a multidimensional environment.
