Branding
paw defenders spca singapore
Overview
'Paw Defenders' is a proposed sub-brand of SPCA Singapore, created to bring greater visibility to its work in animal cruelty prevention and welfare, which is often overshadowed by its more widely recognised adoption services. Developed in collaboration with Andrea, Danica, and Zoe, the project emerged from research revealing a gap between public awareness of SPCA’s adoption efforts and its broader role in protecting animal welfare. Paw Defenders aims to bridge this gap by giving these initiatives a distinct, accessible, and engaging identity.
To bridge this gap, "Paw Defenders" was created to raise awareness and educate the public on animal cruelty and neglect through an empathetic approach. The sub-brand was brought to life through various touchpoints, including a website, social media, a logo redesign, and a 3D immersive installation.
Context
The Society for the Prevention of Cruelty to Animals (SPCA) Singapore is an organization dedicated to animal welfare and the prevention of cruelty to animals.
Approach
The SPCA brand colors were refreshed and expanded to create a more vibrant and visually appealing identity while maintaining a strong connection to the parent branding.
For the brand identity guidelines, the system prioritised visibility, legibility, and sufficient contrast, while restricting combinations that caused visual discomfort or reduced the vibrancy and distinction of the brand identity.
The clean image-cropping style isolates animals from their surroundings, making them appear almost toy-like. This deliberate treatment reflects how animal cruelty can stem from viewing animals as objects rather than living beings, reinforcing the message that they are not toys, but lives deserving of care and protection.
Solution
Paw Defenders extended across a website, social media, interactive brochures, and the immersive Pawspective exhibition. Together, these touchpoints created a cohesive brand experience that challenged perceptions of animal mistreatment, and encouraged greater empathy and action toward animal welfare.
Web design with new branding
Landing Page
About Page
Contact Page
The website serves as a platform to showcase Paw Defenders’ initiatives, raise awareness about animal abuse and neglect, and dispel common myths that contribute to mistreatment. It also provides essential information and helplines for reporting cases.
User Interaction Details
pawspective
In addition to being a main contributor to the ideation of Pawspective, I reinforced the brand identity through 2D visual elements designed for the 3D exhibition space. This was particularly applied to Caged Pawspective, a focused section of the exhibition designed to create a more immersive experience.
By fostering empathy, it aims to create a deeper understanding of the issues and encourage more responsible behavior toward animals. The message of being a paw defender was reiterated through a brochure where upon visitng all the booths, visitors get a stamp which counts them in as a part of the community seeking positive change in the wellbeing of animals.
In addition to being a main contributor to the ideation of Pawspective, I reinforced the brand identity through 2D visual elements designed for the 3D exhibition space. This was particularly applied to Caged Pawspective, a focused section of the exhibition designed to create a more immersive experience.
Through a VR booth, participants could experience life from the perspective of confined animals, highlighting the realities of restricted movement and space while reinforcing the need to recognise and respect animals as living beings.
reflection
This exhibition is a step towards our belief that "Pawvention is better than cure", so that these kind creatures can be treated as living beings rather than objects in the near future.
Looking back, I would strengthen the project by grounding its visual and stylistic decisions in more considered reasoning beyond surface-level justifications. I would also give greater consideration to budgeting, logistics, and feasibility when developing a campaign of this scale.
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