Design Brief: Geelong Animal Welfare Society

Design Brief ‘Geelong Animal Welfare Society’ Jessica Palmer Belinda Russo, Executive Director of Geelong lost dogs and cats home, Geelong Animal Welfare Society (GAWS) has contacted me in regards to the design of a new logo and billboard for their business. The Geelong Animal Welfare Society is a not-for-profit organisation which cares for lost or unwanted animals in Geelong and the surrounding areas. GAWS’ mantra is that “every life is precious”. GAWS cater for the welfare of all lost and stray animals from Geelong and Surrounding areas as the leading ‘pound’ in the area. They provide services to the community including adoptions and surrenders, boarding facilities, fostering services, veterinary services, and
The characteristics of the audience are people of this age and gender group who enjoy spending time with family, caring for animals and animal welfare. The demographics of this audience are predominantly well educated with all socio-economic statuses and cultures. The audience will be families who require a cheaper option to adopting a pet as opposed to buying from a pet shop. Along with this, the specific audience feels that they have a moral obligation to adopt and save an animal rather than to increase the pet population by buying from a breeder. They live in Victoria and specifically, in the suburbs within and surrounding the Geelong
It should also contain a quote in order to appeal to the audience’s empathy towards abandoned animals. The client insists that the billboard must contain an image of an animal in an undesirable environment, along with an unnatural, depressing colour theme with low saturation to make the image appear negative. The billboard must aim to persuade the audience to adopt animals from a lost dog and cats home rather than buy from a shop. The client expresses that the billboard must contain real images and photographs and not clipart or drawing to create a more realistic and emotional image. The billboard design must be completed by Nov 2013. Research will be undertaken into existing billboards and persuasive forms of advertisement used by groups and companies promoting animal welfare such as Oscar’s Law, Animals Australia, RSPCA and rescue services. A number of options will be trailed during the design