Branding: IndyHumane Brand Toolkit

Click the image to view a PDF version of the IndyHumane brand toolkit.

As director of communications and marketing for Indiana’s largest non-profit animal shelter, I oversaw a range of public-relations and branding initiatives: everything from breaking news stories about animals in the shelter, to eNewsletters, to redesign of the Humane Society of Indianapolis website.

The Brand Toolkit was one key element in fostering a strong public perception of the brand. The digital document (view the PDF) provided a roadmap to IndyHumane staff, offering points on how to talk about the organization to patrons, tips on color and logo choices for internal signage, and more. I developed this toolkit from start to finish, overseeing photo shoots for the images, writing the copy, designing the document, and presenting the guidelines to the staff and board of directors.

The toolkit was part of an overall marketing plan that resulted in record numbers of dog and cat adoptions, the doubling of online donations in 2010, and - with the help of social media - improved organizational transparency for donors.

(Though I produced the Humane Society of Indianapolis Brand Toolkit as an employee of the organization, I went on to provide additional services through Lead the Pack, including IndyHumane’s most recent annual report. - Tristan)