Case Study

Brand Strategy & Event Marketing for MSPCA-Angell

MSPCA-Angell provides direct hands-on care for thousands of animals each year.

OVERVIEW

MSPCA-Angell is a unique organization because of the role they play in every step of the animal welfare cycle — from rescuing and adoption to behavioral training and healthcare, all the way to advocating with legislators. As the second-oldest humane society in the U.S., MSPCA-Angell recently celebrated this rich history of caring for animals on their 150th anniversary in 2019.

Since 2015, MSPCA-Angell has put their trust in Jackrabbit to help communicate their message effectively to their many different audiences. We’ve done it all — the initial brand strategy, positioning, and messaging which formed the brand guidelines, as well as the design and production of all materials. Take a look at the extensive collection of eye-catching materials we’ve created for one of the largest nonprofits in Massachusetts.

Powerful Marketing Collateral for a Fiercely Compassionate Organization

Marketing collateral is a powerful tool that helps spread the great work MSPCA-Angell is doing for animals throughout the state. From program flyers to organizational newsletters, Jackrabbit has been able to help get their mission and message out to their audiences.

Printed Annual Reports

A beautifully designed annual report goes a long way in summarizing notable milestones, numbers, and stories from the past year. The MSPCA-Angel report also needed to include an honor roll of donors — individuals, corporations, and foundations — who are key to ensuring a bright future for animals and their care. The design solution that Jackrabbit created for the report effectively communicates the extraordinary range of services and programs provided by the MSPCA-Angell and all that they’ve accomplished.

MSPCA-Angell annual report design with man and horse on cover

Year in Review Website

Creating a digital space for an engaging look back at the year allows more people access to the information. We designed and developed a digital year in review that allows for people to click through to read more in-depth stories. The page itself takes advantage of the medium by showcasing interactivity throughout, such as the way the numbers count up when a user visits the page. Additionally, it allows users to give at the click of a button, with a “Donate” call to action prominent on the page.

View the 2021 YIR

veterinarian examining dog
year in review website showing message from President including a video and woman with dog
year in review website showing animal protection facts and figures
year in review website showing numbers on helping animals with cat in background
year in review website showing financial report with orange and blue icons
year in review website showing saving animals around the world text and kitten eating food
year in review website showing featured donors names and bios
veterinarian examining dog
year in review website showing message from President including a video and woman with dog
year in review website showing animal protection facts and figures
year in review website showing numbers on helping animals with cat in background
year in review website showing financial report with orange and blue icons
year in review website showing saving animals around the world text and kitten eating food
year in review website showing featured donors names and bios
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BI-ANNUAL PRINTED NEWSLETTERS

The MSPCA-Angell bi-annual newsletter, “Companion,” highlights the latest news from their adoption centers and animal medical center. This colorful publication designed by Jackrabbit makes a big impact with helpful pet care tips and stories featuring people who love and care for animals. Creating an established design template for the look and feel of the newsletter helps to ensure that the organization is presented with consistency each time.

MSPCA-Angell Companion newsletter with vet and dog on cover

Bi-Annual Newsletter Website

Similar to setting up a digital space for the annual report, Jackrabbit created a web page that can highlight all of the bi-annual stories and happenings. The Companion web page structure was designed and developed to be flexible, so it can serve as the foundation for future issues. It’s a great hub for what’s going on at the organization, and another way of getting the MSPCA-Angell message in front of more people.

View Newsletter

MSPCA-Angell newsletter website with vet embracing dog
MSPCA-Angell newsletter website with vet embracing dog and group of puppies
MSPCA-Angell newsletter website showing news stories with cats and dogs
MSPCA-Angell newsletter website showing donor names and information about their involvement
MSPCA-Angell newsletter website with cats dogs and hedgehogs
MSPCA-Angell newsletter website with story of dog named Sophie
MSPCA-Angell newsletter website with family holding their beagle
MSPCA-Angell newsletter website with vet embracing dog
MSPCA-Angell newsletter website with vet embracing dog and group of puppies
MSPCA-Angell newsletter website showing news stories with cats and dogs
MSPCA-Angell newsletter website showing donor names and information about their involvement
MSPCA-Angell newsletter website with cats dogs and hedgehogs
MSPCA-Angell newsletter website with story of dog named Sophie
MSPCA-Angell newsletter website with family holding their beagle
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Brand Guidelines for Success

Our goal for the MSPCA-Angell brand guide was for it to be a comprehensive resource that allows for flexibility between the various programs and locations but also sews a common thread between them. With over 50 pages of brand information, MSPCA-Angell can be confident they have the tools to use the brand consistently.

Jackrabbit worked with MSCPA-Angell in developing the key information that established the brand foundation, such as brand positioning, personality, and core values as well as brand messaging for various audiences. Additional sections of the guide cover logo usage, color palettes, typography, photography, and graphic elements. Finally, real-life samples of branded materials are included to help bring all the information together.

MSPCA-Angell brand guide cover
MSPCA-Angell brand guide table of contents
MSPCA-Angell brand guide positioning statement
MSPCA-Angell brand guide core values
MSPCA-Angell brand guide audiences list
MSPCA-Angell brand guide patient overview of types of animals they treat
MSPCA-Angell brand guide color palette details
MSPCA-Angell brand guide typography details
MSPCA-Angell brand guide cover
MSPCA-Angell brand guide table of contents
MSPCA-Angell brand guide positioning statement
MSPCA-Angell brand guide core values
MSPCA-Angell brand guide audiences list
MSPCA-Angell brand guide patient overview of types of animals they treat
MSPCA-Angell brand guide color palette details
MSPCA-Angell brand guide typography details
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Fundraising Events Branding & Design

RAISE THE WOOF ANNUAL GALA

Raise the Woof is MSPCA-Angell’s premier fundraising event. Donors dress up fancy and bring their dog! They are always looking for creative ways to help their non-profit event materials stand out from the rest. Our design solutions include unique invitation die-cuts, foils, varnishes, and other special print techniques to help this event shine.

Raise the Woof logo on colorful bokeh background

FAST AND FURRIEST ANNUAL 5K — RUN. WALK. WAG.

This super fun run event is the highlight of the spring season. In the past the event was held at Assembly Row, a mixed-use property where their are many various options for advertising such as in the parking garage wall ads, light pole banner, and truss banners. Jackrabbit creates all the event materials for a truly unified and branded look.

Custom Photography

Great photography is a key element to many of the print and digital pieces Jackrabbit creates. MSPCA-Angell understands the importance of thoughtful, real photography and we have done photoshoots at some of their locations and at our in-house studio.

Custom Illustration

Jackrabbit created custom illustrations for the MSPCA-Angell holiday cards, which the organization used as a creative way to raise funds during the holidays.

custom illustrated holiday cards with greetings and illustrated bird, cat, rabbit, dog

Website Design & Development

We worked with the MSPCA-Angell to design and develop a website that helps people humanely resolve conflicts with unwanted wildlife at their homes. Dubbed the “Intruder Excluder,” the site guides the user through the issues they are dealing with to discover what animals could be intruding, and what solutions are recommended to resolve the conflict in a humane way.

Visit Website

Intruder Exluder website homepage with information on types of home intruders
Intruder Excluder website with illustration of home and various types of species who can intrude homes
Intruder Excluder grid of animals who can intrude residential homes
Intruder Excluder website example of intruder squirrel and various ways they can enter homes
Intruder Exluder website homepage with information on types of home intruders
Intruder Excluder website with illustration of home and various types of species who can intrude homes
Intruder Excluder grid of animals who can intrude residential homes
Intruder Excluder website example of intruder squirrel and various ways they can enter homes
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It’s been a joy to work with you and all your colleagues! You’ve helped see to it that a lot of good has been done for animals and us!

Carter Luke President and CEO (Retired), MSPCA-Angell