Branding
PETA's New Identity
INCLUSIVE
EMPATHIC
ÜBERFRIENDLY
To encourage people to contribute to a good cause, PETA’s new campaign is created to appeal to the audience’s ethics & intelligence without making them feel guilty or offended. Include the target audience—the non-peta members—in the picture. To give people a better understanding of what peta stands for, PETA must first appear empathetic and understand that they can’t instantly change people’s mind by forcing them. The new identity will embody these positive attributes
When We Look at the Animals, We See Ourserlves.
“The Face” or the logo mark is a metaphor for the connections and similarities of humans and animals for the very fact that humans are also animals.
INCLUSIVE
EMPATHIC
ÜBERFRIENDLY
To encourage people to contribute to a good cause, PETA’s new campaign is created to appeal to the audience’s ethics & intelligence without making them feel guilty or offended. Include the target audience—the non-peta members—in the picture. To give people a better understanding of what peta stands for, PETA must first appear empathetic and understand that they can’t instantly change people’s mind by forcing them. The new identity will embody these positive attributes
When We Look at the Animals, We See Ourserlves.
“The Face” or the logo mark is a metaphor for the connections and similarities of humans and animals for the very fact that humans are also animals.
Campaign: Meet the DAM
Posters:
Microsite
PROFESSOR MALISH Y. KENSINGTON
Meet the Disposable Animal Models (DAM)
Concept:
Inform and inspire a new empathic and considerate attitude towards animals
To promote the new identity, the campaign is going to emphasize the similarities of humans and animals. After all, we are animals too. We all know that, but most people don’t know that animals have personalities, social intelligence, and many other human-like qualities. The new PETA campaign is going to “MAGNIFY” this idea. The big question is what topic should be brought up first. Vegetarianism? Animals products in the fashion industry? These two are probably talked about the most, but they are still least agreeable for most people. For this reason, the more agreeable topic—Animal experimentation—would be best to launch this new identity.
A Large number of animals are abused and killed in the research labs, and since these animals are supposed to be killed after the study, they don’t need to be taken cared of. To researchers, animals are inhumanely forced into experimentation because they are seen as "disposable."
Campaign Microsite:
A Sneak Peak at the backstage of Animal Modeling Industry
A flash micro site is designed to engage the audience in an interaction with the imaginary animal “models”. Each animal characters express different human qualities that make them appeal to different target audiences.
Characters:
Draizy
One of the most popular animal models in the industry.
Researchers love to let Draizy be the first in line to test cosmetic and household products. So, it’s quite understandable why Draizy could love herself a bit too much because she does nothing else in life except being obsessed with beauty products. Draizy would attract the younger audience, the popular culture, and give out the message that animals are dying from mascara, clorox, and other tests, and hoping to urge the young audience to take action to stop this cruelty.
Professor Malish Yugene Kensington
A highly intelligent but often forgetful monkey.
He doesn’t really agree with dissection and animal torturing because he’s read in many books and articles that there are existing non-animal replacements for these cruel experimentations. Malish would convince the audience of higher education that the animals are not the best models for humans diseases. Their systems are different.
Jean-Pierre
A dog of sophisticated senses.
He proudly claimed that he could sniff a scene of any food or wine from a far and he could tell exactly what it is. However, his extraordinary sensitive perception was destroyed after he was put into a nicotine experimentation. Not only that he could no longer taste and smell anything, his breath has been keeping him away from the ladies. Jean Pierre would tell the general audience that things that are proven over and over to be harmful really are harmful and it’s senseless to try to disprove it.
Concept:
Inform and inspire a new empathic and considerate attitude towards animals
To promote the new identity, the campaign is going to emphasize the similarities of humans and animals. After all, we are animals too. We all know that, but most people don’t know that animals have personalities, social intelligence, and many other human-like qualities. The new PETA campaign is going to “MAGNIFY” this idea. The big question is what topic should be brought up first. Vegetarianism? Animals products in the fashion industry? These two are probably talked about the most, but they are still least agreeable for most people. For this reason, the more agreeable topic—Animal experimentation—would be best to launch this new identity.
A Large number of animals are abused and killed in the research labs, and since these animals are supposed to be killed after the study, they don’t need to be taken cared of. To researchers, animals are inhumanely forced into experimentation because they are seen as "disposable."
Campaign Microsite:
A Sneak Peak at the backstage of Animal Modeling Industry
A flash micro site is designed to engage the audience in an interaction with the imaginary animal “models”. Each animal characters express different human qualities that make them appeal to different target audiences.
Characters:
Draizy
One of the most popular animal models in the industry.
Researchers love to let Draizy be the first in line to test cosmetic and household products. So, it’s quite understandable why Draizy could love herself a bit too much because she does nothing else in life except being obsessed with beauty products. Draizy would attract the younger audience, the popular culture, and give out the message that animals are dying from mascara, clorox, and other tests, and hoping to urge the young audience to take action to stop this cruelty.
Professor Malish Yugene Kensington
A highly intelligent but often forgetful monkey.
He doesn’t really agree with dissection and animal torturing because he’s read in many books and articles that there are existing non-animal replacements for these cruel experimentations. Malish would convince the audience of higher education that the animals are not the best models for humans diseases. Their systems are different.
Jean-Pierre
A dog of sophisticated senses.
He proudly claimed that he could sniff a scene of any food or wine from a far and he could tell exactly what it is. However, his extraordinary sensitive perception was destroyed after he was put into a nicotine experimentation. Not only that he could no longer taste and smell anything, his breath has been keeping him away from the ladies. Jean Pierre would tell the general audience that things that are proven over and over to be harmful really are harmful and it’s senseless to try to disprove it.
Recognition:
"Best of Show" Award at the School of Web Design & New Media, Academy of Art University Spring Show 2010
"Best of Show" Award at the School of Web Design & New Media, Academy of Art University Spring Show 2010
