CARE UNLEASHED / Branding / Identity / Illustration
The ongoing economic crisis has led to a significant rise in pet surrenders, disrupting families and community well-being. As demand for services grew, the SPCA of Texas required support for a critical capital campaign to fund the construction of an essential second facility. This expansion would enable the organization to increase shelter capacity, enhance medical care, and strengthen animal welfare and justice initiatives for animals in need.
The campaign, Care Unleashed, was built around the idea of compassion without limits—inviting supporters to let their care run free. A continuous line leash became the central visual device, allowing us to create a flexible graphic system of hand-drawn animals, abstract ideas, and energetically guide the viewer’s eye. Photography played a vital role as well; we featured real shelter animals, reinforcing the authenticity and emotional impact of the work. We also incorporated intimate, close-up photography of the animals’ fur, creating tactile, emotionally resonant backgrounds that reinforced the heart of the campaign—our love for pets.
Our team was proud to develop a wide range of supporting materials, including a brand guide, data graphics, print collateral, wearables and digital touchpoints, to help this deserving nonprofit successfully achieve its multimillion-dollar fundraising initiative.
Work created at *TraceElement.