Every Paw Deserves a Place is an awareness-driven visual communication campaign designed to challenge misconceptions about rescue dogs and encourage adoption through emotionally engaging, research-informed design.
Role:
Solo Graphic Designer
Context
This project asked students to design an active voice campaign that builds awareness, educates audiences, and inspires action around a chosen social issue. The campaign needed to communicate a clear point of view, be grounded in research, and include a call to action aimed at shifting behaviors and attitudes. Emphasis was placed on design as a tool for impact, using visual storytelling, systems thinking, and equity-centered design to address real-world issues.
For this project, I focused on pet adoption and rescue advocacy, narrowing the topic through research into common misconceptions about shelter dogs, local adoption statistics, and the emotional and social benefits of adoption. The campaign was designed to connect with broad audiences while centering the experiences of rescue animals and the communities affected by adoption systems.
Design
The visual design of the campaign uses a yellow and blue color palette, chosen intentionally because these are the primary colors dogs can see. This decision reinforces the campaign’s core message by visually centering the perspective of the animals themselves. The palette creates a balance between warmth, hope, and trust, helping the campaign feel uplifting rather than guilt-driven.
Photography plays a central role in the campaign and was heavily edited using gradient maps and color treatments to unify the imagery and strengthen emotional impact. The consistent photo treatment helps create visual cohesion across print and digital formats while drawing attention to facial expression, posture, and personality in each dog. Typography and layout were designed to clearly communicate the tagline, supporting information, and call to action, ensuring readability and strong visual hierarchy across all campaign materials.
Media
The campaign was designed as an integrated system across both print and digital media, including posters, social media graphics, and informational layouts intended for real-world placement within local communities. Impact was considered through audience response, shifts in perception, and increased awareness around adoption, emphasizing design’s ability to influence behavior and spark meaningful action.
