CASE STUDY
For more than a decade, ETCH partnered with Pasadena Humane to shape and evolve their brand across every touchpoint, from identity refinement to integrated campaigns. Together, we built a visual language that reflected the organization’s compassion, optimism, and deep connection to the community. Our long-term collaboration helped transform how Pasadena Humane communicates its mission: giving every animal a chance at a brighter future.
The Challenge
Pasadena Humane needed a cohesive, uplifting brand presence that could unify its diverse communications spanning adoption outreach, fundraising, community education, and advocacy, while honoring the sensitivity of its subject matter. The existing materials felt inconsistent and often leaned too heavily on somber imagery, making it difficult to inspire support and engagement from the public.
Our Approach
We began by refining the organization’s logo and expanding its visual system, introducing a fresh, optimistic color palette and a warm, friendly typographic voice. Every design decision—tone, imagery, layout—was grounded in the goal of portraying hope and possibility. We developed comprehensive brand standards to ensure consistency, and we carried that system through every platform: from annual reports and newsletters to outdoor advertising, digital campaigns, and event collateral.
The Solution
The resulting brand brought a vibrant, approachable tone to Pasadena Humane’s communications. We paired real, story-driven photography with clean, modern design and clear messaging to highlight the human-animal bond. Over time, we built a robust library of templates and campaign assets that empowered internal teams to produce on-brand materials with ease, keeping the visual identity cohesive and flexible as the organization evolved.
Impact
The refreshed brand helped Pasadena Humane strengthen recognition, community trust, and donor engagement. Campaigns saw increased participation, social media content became more shareable and emotionally resonant, and the organization’s materials began to reflect the same sense of hope and care found in its mission. What began as a design partnership grew into a decade-long collaboration that continues to help Pasadena Humane connect hearts, homes, and animals in need.