RAY Foundation has existed since 2015. It helps animal shelters – creates and supports infrastructure for zoo-protection: connects volunteers, vet-clinics, organizes sterilization and treatment of animals, collects donations, pays for transportation of animals, trains owners and their pets. This Foundation does not simply “put out fires” but solves structural problems and does everything to make more animals happy. RAY invests in education to create more people who know what they are doing with animals to, in turn, reduce the number of homeless animals.
We studied the situation with the Foundations and their communications and decided to avoid the standard bogeyman method by looking at the issue from a new angle: show the result – an animal with a loving owner. Reason being that one helps animals first and foremost to make their lives better.
We created a new positioning for the Foundation: RAY will do anything to make animals happy. And how do happy animals look? They almost glow from the inside, they have everything – a home and loving owners.
Based on this positioning we formulated core principles of the brand: kindness, empathy, combined with honesty, professionalism and systematic approach. Then we constructed the brand platform: defined the area of brand positioning, mission, character, the core idea and ToV of the RAY Foundation.
We came up with the main graphic image – a sun puddle that is warm with the light of happy animals, that are next to their human, at home, in the warmth and coziness.
team
Creative Director – Nadezhda Parshina
Strategy – Vadym Bogdan
Design – Alya Zaripova, Anastasiya Panarina, Sergey Derevyanchenko
Consultants – Pool agency, Evgeny Kashirin, Vladymir Matkhanov
Type TT Hoves Pro
Strategy – Vadym Bogdan
Design – Alya Zaripova, Anastasiya Panarina, Sergey Derevyanchenko
Consultants – Pool agency, Evgeny Kashirin, Vladymir Matkhanov
Type TT Hoves Pro
