Last Hope Animal Rescue

NONPROFIT

project type

Branding and Editorial

project year

2021

Description

Last Hope’s prior identity could not show this nonprofit’s many accomplishments. The identity was outdated and had lost its original appeal many years ago so it was time for the organization to refresh the logo. The goal was to reform the identity of Last Hope to a higher level of professionalism that evoked a stronger sense of trust and credibility.

original logo mark

updated logo mark

Process

Research is always key in my process because it helps me build connections and allows me to see patterns of what is working for other brands with similar goals. After narrowing down the brand identity and creating a brand guide it was time to move on to the most important marketing component of Last Hope: their quarterly newsletter.
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This newsletter involved stories written by volunteers, fosters, and people who adopted their pets from Last Hope. Originally, the newsletter was sent out in black and white with no call to action. I found this to be a great opportunity to change the newsletter to a full-color print and to add a remittance envelope to allow the receiver to donate easily through the mail. (This decision was also made because we knew that the majority of the demographic receiving the newsletter was between the ages of 45-65+ who do prefer to donate by mail and read nondigital mediums. Volunteers and I decided to create a newsletter team that would work on gathering content weeks before each newsletter had to be mailed out.

Tails of Last Hope Newsletter - Editoral

Tails of Last Hope was born through collaboration with Last Hope volunteers, the newsletter group.

Fall 2020 newsletter Cover

summer 2021 newsletter cover

winter 2020 newsletter back cover

spring 2022 newsletter cover

winter 2020 newsletter back cover

fall 2022 newsletter cover

Inside first page showing remit envelope tucked inside

We aimed to do four different issues a year. This was a special newspaper addition that I got to co-create in November 2022. I was inspired by the shoe company Redwing shoes that produced their catalog into a newspaper-like brochure. I loved the idea to invoke the spirit that this was a real newspaper reporting the news of the Last Hope Rescue. I’ve always enjoyed reading the newspaper and wanted this to have that same experience when readers picked it up.

11 x 14” unfolded, newspaper. Saddle stitched with remit envelope and folded to 8.5 "x 11" to mail

The Outcome

After working with these volunteers to set up a plan and expectations for each newsletter, that each issue was more successful. With every fresh newsletter mailing, Last Hope received more and more donations in their PO box. Feedback on the new format of the newsletter was also positive and abundant! I learned that through collaboration you are able to create something far more meaningful for a larger audience.

Credit

Brand Identity and Newsletter Design: Brooke Christenson (Me)
Photography: Kim Christenson, Christenson Photography
Newsletter team: Jael Jacobson, Jennifer Williams, Kim Christenson, Meghan Finch, and Avian Jangula

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