The Humane Society

Campaign Design

Project created while working at Rusty George Creative

The Humane Society of Tacoma/Pierce County was facing a challenge – they were seeing a drop in adoptions at their location, and after conducting research, they found that the reason was that people had a perception that the Humane Society was a depressing place, and thought of it as a “pound”. Our goal was to challenge those perceptions and show that the Humane Society was a place where people – and animals – could find joy.

I led the creative vision for this campaign, which came to life through billboards, digital ads, apparel, dog toys, stickers, and various other print and digital applications. I also was able to assist with the art direction of the photography, which featured real pets that were adopted from the Tacoma/Pierce County Humane Society. The Humane Society still uses elements of this campaign today.