Paws of L.A. Rescue was launching a social media and print campaign to boost volunteer sign-ups, especially for the crucial role of dog fosters. The rescue already had some design concepts, but they wanted a graphic designer to improve upon them while staying within brand guidelines around logo usage, colors, and fonts.
Role: art direction, graphic design
Deliverables: social media posts (various dimensions), flyers
I liked that the original designs featured the dogs prominently, but I wanted them to stand out even more! I wanted something eye-catching and scroll-stopping, something that makes a viewer stop in their tracks and say “awww”. With that in mind, I placed photos of dogs right up close — so close you could almost pet them — and used light, contrasting colors (orange, blue, and cream) from the brand palette that conveyed happiness and vibrance, and which complemented the colors in the photos.
I used the brand font Lato for the copy, and two handdrawn fonts for the slogan “Foster Love” to add warmth and playfulness. I also set them both on two different paths for an organic hand-lettered feeling.
