CASE STUDY
How Full Circle Farm Sanctuary takes care of brand image
INDUSTRY
Non-profit Organization
LOCATION
Atlanta, Georgia, USA
FULL CIRCLE FARM SANCTUARY
How Full Circle Farm Sanctuary takes care of their brand usage
Full Circle Farm Sanctuary transforms good intentions into meaningful actions. They make a real difference in the lives of deserving animals every day. Started in 2010 as the passion of long-time animal rights advocate Kayla Rae Worden, Full Circle has become home to more than 150 animals who are surrounded by a group of staff and volunteers who love and care for them on a daily basis.
Additionally, Full Circle has become a beacon of education around animal issues with regular tours and events with the goal being to awaken people’s compassion toward animals and the importance of adopting a vegan lifestyle for the animals, health, and the planet.
SOLUTION
Full Circle Farm Sanctuary’s solution
Full Circle wanted a modern brand image that would appeal to a young, progressive, vegan, and green-minded market. They also wanted to be able to maintain that brand image on their own across all channels and outlets.
Full Circle Farm Sanctuary has increased their growth rapidly and rely exclusively on the trust and support of their donors. Therefore, having centralized governance over brand identity is essential for safeguarding brand integrity and consistency. By establishing an easy-to-follow set of guidelines through our Brand Style Guide (or Graphic Style Manual), Full Circle’s staff have now become even stronger brand ambassadors.
Brand teams and content administrators can quickly create and update content assets through our simple Brand Style Guidelines. Brand integrity and consistency is fundamental to Full Circle Farm Sanctuary. They made it a priority to ensure employees had a smarter way to create FCFS content with the correct brand assets while creating documents, social media graphics, and presentations.
Board of Directors
Full Circle Farm Sanctuary
Challenge
New logo for FCFS that quickly draws viewers in with some element of the 175+ rescued farm animals living at the sanctuary. Ensure readability of the farm’s long name without overpowering the image. Ideally, someone would want to buy a T-shirt with the logo even without knowing what FCFS is.
Design Execution
When I set out to exploring prototypes for the FCFS logo, I wanted to find real, individual animals whose lives were impacted the most by the sanctuary. At first, the concepts were using a group of animals, or highly recognizable ones. With a little digging I found some history and learned who were the first animals of FCFS. When I proposed that we use their image and likeness for the logo, they loved the idea. That was when it became more than just a stylish logo, but an emotionally connected representation that truly conveyed who they are to the world.
The final logo design combines imagery of the first three animals that the founder of FCFS adopted, Zephyr the pygmy goat, Noah the rooster, and Penny the pig walking around the globe.
See Logo Redesign →
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