World Animal Protection

Campaign Merchandise

Art Direction, Branding, Illustration, Apparel Design

Context:
World Animal Protection works tirelessly to transform the global food system, ensure farmed animals live good lives and to end the commercial exploitation of wild animals. Factory farming is a global problem that requires a global solution, and wild animals should have the right to a wild life. 

Brief:
The team needed a range of branded merchandise which would stand out on socials and clearly communicate their campaign goals, encouraging audiences to take action by becoming supporters, raising awareness and donating funds. 

Role:
As a freelance designer, I led the design direction for the new campaign merchandise range. Developing the illustrative visual identity to balance warmth and personality, I illustrated a product range of characterful animals that audiences would want to protect, adding personality to the brand’s identity.

Result:
In an area where brands struggle to communicate clearly, I developed a visual language that anyone could easily understand and empathise with. It also reflected World Animal Protection’s wider mission: a world where animals live free of suffering.

The resulting range of merchandise clearly communicated each of World Animal Protection’s key campaigns, whilst also capturing audiences’ attention, inspiring supporters to take immediate action to protect animals.