Hope Animal Welfare
Hope TKF Animal Welfare Foundation is an Australian-based charity working to protect vulnerable animals and challenge the systems that enable cruelty. The identity needed to communicate the seriousness of its mission without relying solely on distressing imagery. I developed a warm, optimistic system built around an animal form integrated into the wordmark, supported by rounded typography, bright colour, and direct messaging. The result gives Hope a recognizable voice across advocacy, fundraising, and community engagement.
Role — Brand & Communication Designer
Focus — Identity, Visual System, Storytelling
The foundation takes its name from Hope, a critically injured rescue kitten whose life could not be saved.
Her story marked the beginning of a continued effort to help others like her.
Her final image was transformed into an emblem of a cat resting in peace, symbolizing the belief that every animal deserves a life of dignity and comfort.
