Army’s Legacy
Mostly everyone loves dogs. And many shelters have the goal of helping them find loving homes. Army’s Legacy is no different, they want to help find loving homes to the dogs of Connecticut. But the organization was in an upgrade for their social media. So a team of me and a couple other designers decided to tackle this goal together.
Facts
October 2024-November 2024
Programs: Illustrator, Photoshop
Role: Social Media Designer
Background
Army's Legacy or Army's Legacy: Animal Rescue & Sanctuary is a Connecticut non-profit animal shelter that rescues, cares and helps adopt animals into new homes. The organization was first started in honor of a dog named Army, who sadly passed after being diagnosed with cancer. The owner realized that all animals deserve to live a long and healthy life, so she created Army's Legacy.
SWOT Analysis
To add to our research, my group and I decided to first start with a SWOT Analysis to better understand what our Army's Legacy benefited from. We found that their strength was their goals and engagement, they have a very active community. However, their biggest weakness is their brand image, especially in their website, social media and graphics.
For example, the website has no formatting, uses at least 7 different fonts and the colors keep change. Social media wise, they tend repeat using images, especially graphics. However, we see great opportunity with this. However, our organization's opportunities are higher as a result, and there is much room to add onto what already exists in their social media, like their stylized photography and their good engagement with comments.
For our color and type study, we ultimately decided on Darkmode Off Bold for headers & Skolar Sans PE for body text. We analyzed and referenced a lot of similar styles of work to see what the text looked like on animal themed social media.
As for color, we decided on 5 colors, on:
#F39a1f
#272a70
#dba769
#ecd364
#232220
Typography and Color Palette
Email Designs
For the emails, I was the designer tasked with working on them. On the right is the mockup of the emails we did. Each served to solve a different topic the organization likes to cover in the causes:
Adoption Processes
Urgent Adoption
Monthly Updates
What the average person can do
By having this step up, people feel connected to the pets, while admiring the email designs. The theme was also meant to fit with the style of everyone else’s work.
Logo Redesign
Designer, Allison Canahui worked on the logo redesign. While we liked the logo they had, we also believed it could be better. The title was very text heavy, and the dog silhouette was shaped in a diamond, so the text was off to the side. Allison was the one who decided on doing it. Her overall design made the logo simpler while also keeping in touch with the old one. Overall, her design is incredible, and really gave us the starting point of what we were going to do.
Instagram Posts
Designer Ashley Smith worked on the social media designs. She took the dogs and cats from the original Instagram account and based them around the colors and typography of our organization. Her ideas were based on urgent adoption and meeting of the dogs. All of these ideas and combinations resulted in everything is consistent and put together. Her style also allowed for reusability. Overall, her work is awesome and keeps the theme of consistency across our works.
