The goal of this branding project was to create a powerful, unified identity for Humane Action Pennsylvania—an NGO focused on animal welfare legislation and public advocacy. The concept began with a typographic exploration, where I abstracted the lowercase letters h, a, and p into bold, rounded forms. These shapes form the core logo, symbolizing unity, empathy, and action. The circular voids within each form represent policy gaps—spaces that need to be filled by public engagement and humane legislation.
The color palette is led by a vibrant orange, chosen to convey urgency, optimism, and energy—perfectly reflecting the NGO’s proactive mission. The supporting typography is modern and accessible, ensuring clarity and professionalism across all mediums.
To extend the brand, I designed a full system including stationery, campaign posters, merchandise, apparel, and digital assets. Each application follows a clean, modular structure to maintain visual consistency while allowing flexibility across use cases.
By unifying all brand touchpoints—from the logo to on-the-ground campaign materials—I created a system that is not only visually striking but emotionally resonant. It builds awareness, motivates civic participation, and positions HAP as a credible and compelling voice in humane policy advocacy.
