North Shore Animal League

Since 1944, North Shore Animal League America (NSALA) has been saving the lives of almost a million dogs, cats, puppies and kittens. So when the prominent New York animal rescue and adoption organization turned to SKGD for help expanding its presence on a national level, the design team crafted a set of smart, comprehensive solutions - starting with a new corporate logo. Extending similar sensibilities to digital, SKGD redesigned the websites home and landing pages with brand new navigation bars, content pods and color-branded sections. To make the static site even more dynamic, they incorporated unique moving photo galleries and interactive graphics of shelter animals literally leaping off pages, further inspiring users to donate and take action in multiple ways. This drove a 30% increase in site traffic and 10% lift in online donations. The process of energizing the 67 year-old brand began with a keen understanding of NSALA’s goals and “no-kill” mission: to help shelter animals find permanent homes and end euthanasia worldwide. Since the nonprofit leader relied solely on private and corporate funding, attracting support, especially from younger donors, was crucial, as was increasing overall donations, sponsorships and adoptions. Working closely with the NSALA’s marketing and technology teams, SKGD gave its timeworn logo a sleeker, more contemporary look, highlighting “animal league” and creating a text vs. graphic tagline to enhance awareness of the brand’s larger mission and reach its younger target audience.