Austin Humane Society
The Austin Humane Society desperately needed help standing out among the dozens of Austin-area shelters. The goals: increase donations in a highly competitive non-profit marketplace, increase animal adoptions and raise awareness around the shelter’s various educational, support and health initiatives.
Rather than the typical approach of relying on fear and guilt to motivate adoptions and donations, Door Number 3 focused on the animal’s personalities, the lifelong bond and emotional connection between pet and owner, as well as the impact animals and people have on each other. The brand positioning stemmed from the idea of transforming lives, both human and pet, and from there, we created the tagline: “Unleash Hope.”
Door Number 3 developed a Drupal website with custom features to showcase the pets, highlighting aspects of their character, personality traits, habits and special tricks. We also recruited over 100 Austin-based bands to donate songs – “doggie tracks” – which we matched with animals to better reveal their personalities. And in order to provide an entertaining and educational glimpse into the population-reducing benefits of feral cat trapping, we also created an online game called Trapcat!
The Austin Humane Society proudly embraced their new brand as it now informs everything they stand for as an organization. In the words of Executive Director Frances Jonon, “The new brand that Door Number 3 created has revitalized our staff.”