Backyard Buddies

Creating a friendly visual identity to increase awareness of outdoor cats

An educational rack card introducing the newly branded Backyard Buddies adoption program.

OVERVIEW

When Gloucester-Mathews Humane Society renamed its barn cat adoption program to Backyard Buddies, the organization needed approachable marketing materials that explained the program and encouraged more adoptions. I developed the visual identity for the initiative, including a custom website illustration and an informational rack card that introduced the program to potential adopters.

Role: Visual identity, illustration, and print design

Tools: Adobe Photoshop, Adobe Illustrator

Year: 2019

  • THE CHALLENGE

    Many people assumed barn cats were only suitable for farms, causing independent outdoor cats to be overlooked in shelters. The materials needed to clearly communicate that these cats could thrive in ordinary backyards while presenting the program in a warm, welcoming way.

    THE SOLUTION

    I created a calming visual style built around soft greens and purples inspired by gardens rather than traditional "barn" imagery. The rack card balances educational information with inviting photography and clear visual hierarchy, while the accompanying website illustration reinforces the Backyard Buddies name through a simple scene of cats exploring a suburban yard. Together, the print and digital pieces gave the program a cohesive identity that felt accessible, informative, and friendly.

    REFLECTION

    This project strengthened my understanding of layout, typography, and visual hierarchy while reinforcing the importance of designing educational materials that are both attractive and easy to understand. Looking back, I would simplify the typography on the rack card by reducing the number of typefaces, but I'm still proud of how the campaign combined illustration, branding, and print design into a cohesive experience.

THE CHALLENGE

Challenge the perception that outdoor cats need a farm while making the program feel warm and approachable.

A custom website illustration visualizes outdoor companion cats in a suburban backyard while reinforcing the program's friendly identity.

THE SOLUTION

A garden-inspired visual identity brought warmth and clarity to the program across print and digital.

Content was reorganized into a clear hierarchy balancing education, adoption guidelines, and imagery.

REFLECTION

The project reinforced how thoughtful information design can make educational materials both inviting and easy to understand.

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