CLIENT

Pets in the Park

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ROLE

Art direction

Creative strategy

Brand identity

Graphic design

Copywriting

 

OUTPUT

Brand manual

Logo suite

Design templates

Pets in the Park is a national non-profit that provides free veterinary care to pets owned by people experiencing homelessness. While deeply embedded in communities across Australia, the organisation is entirely volunteer-run, with outreach and communications often handled by veterinary professionals. Without clear guidance, well-intentioned initiatives sometimes missed the mark in tone or alignment with the brand’s values, leading to inconsistencies across events, partnerships, and communications.

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Working with my copywriter creative partner, we developed a comprehensive brand manual—not just a style guide, but a values-led toolkit designed to communicate the heart of the organisation. Together, we shaped the messaging framework and refined the brand’s verbal identity, clearly articulating its mission, values, and tone of voice to ensure consistency across all communications. Visually, I led the consolidation and refinement of key brand assets and created demonstrations of correct usage across various contexts. To support volunteers producing materials, we developed a suite of accessible Canva templates to ensure consistent, on-brand outputs regardless of design experience.

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The result is a practical, empowering system that allows volunteers across the country to confidently represent the brand while staying true to its mission of compassion and community.