Directed during my tenure as Founding Partner & ECD at Anyday.

For We Animals Media (now known as We Animals), we were tasked with creating a unified and compelling brand story that would align the organization’s diverse stakeholders around a clear narrative. Our strategic approach involved deep engagement with board members, donors, and key stakeholders to identify the core goals of the project, uncovering that the primary focus would be on refining language and positioning.

The resulting strategy centered on the concept of "animal worthiness," emphasizing the kinship between humans and animals. The campaign "Exposing the animals within," is a succinct phrase that plays on photography “exposure” while capturing the breadth of the organization’s mission to expose industry mistreatment while reflecting our shared biological history.

This verbal identity laid the foundation for a visual language that is thoughtful, journalistic, and compassionate, enhanced by graphic elements that highlight the connection between humans and animals, reinforcing the brand’s commitment to fostering meaningful dialogue and driving positive change.