Unleash Hope
CAP had everything it needed to matter. It just didn't have a brand yet.
Compassion Animal Project existed as a last resort, the financial lifeline between a family and losing their pet. I built everything from the ground up:
logo, color, social templates, and a full website, all designed to attract donors and make people feel like this organization was worth trusting with that moment.
The creative challenge was emotional, not visual. The brand had to feel like hope.
Client: Compassion Animal Project
Year: 2021
Agency: Fable
Role: Creative lead. Concepted, art directed, and designed the full brand identity, social system, and website from scratch.
The Brand
The Challenge: Animal welfare branding defaults to either guilt-inducing sadness or overly light messaging. CAP needed a balanced, urgent, yet welcoming identity.
The Solution: I built a warm, authentic visual system (logo, typography, palette, and photography) positioning CAP as the "missing piece." The interlocking pet/owner logo visually represents connection, not crisis.
Photography Direction: I prioritized real, dignified portraits—even capturing animals at the end of their journeys—to maintain absolute honesty about the stakes without being heavy-handed.
The Results
In the two years CAP operated, the brand helped the organization deliver real impact: lifesaving veterinary care for nearly 300 animals, and over 60,000 pounds of pet food distributed to more than 2,000 cats and dogs across California, Virginia, and everywhere in between.
CAP sunset in June 2024 due to medical circumstances affecting its founders, but the work it did during its run reached communities that needed it.
