The brief for this project was to create a cohesive visual identity and social media template system that was both easily editable and adaptable for each dog. Each dog needed to be showcased in a clear, emotional, and engaging way. The goal was to increase visibility and adoption interest, while maintaining a consistent brand identity.
-Improve readability on social media
-Create a consistent and recognisable visual style
-Present each dog’s qualities and story in an emotionally engaging way
-Develop reusable templates that the rescue could easily update themselves
-A scrapbook-inspired template system designed to improve readability, consistency and emotional engagement for adoption posts.
Emotional Storytelling: I wrote content in the first person. This allowed each dog to “speak” directly to the audience. As a result, it created a stronger emotional connection and encouraged engagement.
Social Media-First Design: Instead of one information-heavy post, I used a carousel format. This broke content into clear sections and improved readability on mobile.
Visual Identity : I developed a soft, scrapbook-inspired style using handwritten typography and muted tones. I also added layered paper elements to create a warm and approachable feel that aligned with the existing logo.
Template System: A set of reusable templates was created to ensure consistency across posts, including:
• Introduction slide
• “About me” slide
• Key information and call-to-action slide
• Album cover for social and web use
I designed all elements to be easily edited and adapted. This allows the rescue to update content efficiently for each dog.
I clearly presented key information such as vaccinations, transport, and home checks within the design. This removed barriers and answered common questions upfront. This ensured the audience could make informed decisions quickly, helping to encourage adoption enquiries.
The final outcome of this project was a cohesive set of branded social media templates, supported by a clear and practical brand guide.
These designs enable Meadow of Hope to present their dogs in a more consistent, engaging and accessible way. The improved structure and storytelling approach make it easier for potential adopters to connect with each dog and take action.
This project highlighted the importance of combining design with storytelling. By simplifying information and focusing on emotional connection, content becomes more engaging and effective.
It also reinforced the value of creating systems, not just individual designs, allowing the client to continue using the templates confidently and independently.
This project was particularly special to me, as Meadow of Hope cared for my dog Aries both before and after I adopted him.
It’s been a genuine pleasure to work with them in the hope of helping more dogs find loving homes. These dogs are already so deserving, this project simply helps them shine a little brighter.
If you’re interested in adopting Fluffy or any of the other dogs, or would like to support the incredible work the rescue does, you can find more information by visiting Meadow Of Hope's website here.
To view more of my work click here.
