Second Chance Rescue

Brand Identity, UI/UX Design

Overview

Second Chance Rescue is a fictional community driven shelter that focuses on rescuing and rehabilitating stray, abandoned, and neglected pets. With a focus on compassion and dedication, the organization works to ensure that no pet is left behind and that every adoption marks the start of a brighter future.

The goal of this project was to develop a brand identity that feels friendly, hopeful, and appealing to families and animal lovers. To support this identity, I designed a user friendly website that displays essential brand information in an accessible and welcoming way.

Logo

To achieve the friendly and hopeful look defined in the brief, I chose to create a rounded and connected logo. Since the brand slogan is "every pet deserves a second chance," I focused on the concept of a repeating arrow within the design. While I explored several directions, I ultimately chose this logomark for its continuous, looping line that connects the dog and cat together.

I paired the mark with an equally round and slightly playful typeface. The color palette of blue and orange was selected to represent hope, passion, and approachability. These intentional design choices work together to reinforce the shelter's mission of creating a welcoming environment for both the animals and the community.

Branding Guidelines

Web Design