Compassion Connects Us All.

As the Quinte Humane Society approached its 50th year of protecting and advocating the humane treatment of animals in Prince Edward County, Hastings County, the City of Belleville and Quinte West, its facilities were approaching an end-of-life status. They were no longer suitable for adequately caring for animals, the professional staff, community engagement, programming, and outreach.

The organization was about to launch a capital campaign to support the construction of a new state-of-the-art facility, so it was the ideal time to evaluate its brand identity and digital presence.

After extensive discovery sessions with stakeholders, staff, donors, Municipal partners, and community members, it became clear that the organization’s current brand identity and position did not reflect its current state and certainly did not reflect its future state.

As part of the rebranding process, the Humane Society Hastings Prince Edward was given a new name to define the organization’s geographical service areas better. A new brand identity featuring a heart as a key element was also developed. The identity was supported by an interchangeable icon set featuring key animal groups and the new brand tagline, “We’re Connected by Compassion.” The heart also presented unique opportunities for animals to interact with it, reinforcing the key brand position of compassion. The new brand was launched with the Capital Campaign, featuring the theme ‘It takes heart.’ Campaign materials and a campaign microsite supported the campaign theme.

The new brand was launched with the Capital Campaign, featuring the theme ‘It takes heart.’ The campaign theme was supported by campaign materials and a campaign microsite.

A complete website was launched shortly after, featuring a robust CMS empowering staff to control more than 95% of the dynamic content seamlessly, donation integration and Shelter Management Integration.