BACKGROUND
Since 1944, North Shore Animal League America has been saving the lives of innocent dogs, cats, puppies, and kittens — over 1,000,000 to date. They consulted for an update on their website and marketing collateral, showcasing modern design and UX/UI for younger generation. To make adoption and donation an easier process, a new app-like site was designed and developed to fit the needs of the organization.
MY ROLE
As the lead designer, I worked closely with the creative director, UX designer, and senior copy writer to upgrade their site. Working from scratch, the team and I came up with a whole new user experience that was friendly and easier to approach. Bigger images of real rescue process and brighter colors were used to showcase North Shore Animal League America as a positive and supportive organization. In addition to the website, their direct mails and emails were also redesigned. Pulling away from the traditional sad and dismal looking animals to beg for donation, the renewed direct mails display the happy-ending in adoption to show what a change donors and adopters can make.
Work done in RICG
Team: Rafael Soberal (ECD), Pranav Behari (Senior Copywriter), Matt Krupitsky (Designer), Kelly Chiu (UX Designer)
Art direction, graphic design, photo-retouching, UI/UX
