Animals Unbound
Naming, Brand Strategy, and Key Messaging to support logo, visual identity, and website development with Violet Studios
Discovery and Research
Naming
Brand Strategy
Core Values Development
Key Messaging
Design and development of logo, visual identity, and website was done by
Kate Rodman, Violet Studios.
Above: Screenshot from the Animal Unbound website, showing how their team naturally and effectively incorporated key messaging on the “About Us” page of their new site.
Design: Kate Rodman, Violet Studios
Naming Animals Unbound
They are responders, problem-solvers, system-builders, and agents of strategic transformation. No species is too small, no crisis too complex, no challenge too daunting; Animals Unbound is boundless. This name positions the organization as a leader in two vital areas of work at once, bridging the gap between emergency response and long-term capacity-building. Animal Unbound is more than a name—it is a declaration that no obstacle is insurmountable when it comes to protecting animals. It is modern and expansive—a bold invitation to trust, take action, and reimagine a world where no animal is left behind.
Key Messaging
Values and Experiential Brand Exercise
Above: Screenshot from the Animals Unbound website Home page, demonstrating how their new name and messaging informed the direction of the design of the brand environment and website. Design: Kate Rodman, Violet Studios
The Strategy
For years, Gregg and Lili have operated at the intersection of animal crisis intervention, consulting, and fundraising, stepping in where others have not. Until now, their efforts have relied on personal relationships and an informal network of donors, partners, and organizations. However, as their impact has grown, so has the need for a formal nonprofit structure, one that reflects both the urgency of their frontline interventions and the strategic depth of their consulting services.
The Opportunity
Throughout the strategy process, our focus for Animals Unbound was to build a brand identity that conveys their strategic values and strengthens engagement with donors, partners, and stakeholders. Clear and compelling messaging and brand will reinforce credibility, expand the donor network, and attract larger grants and partnerships. The organization will be better positioned to mobilize resources quickly, gain recognition in the global animal welfare and disaster relief sectors, and increase its capacity to serve more animals in need.
For Gregg and Lili, who were starting from scratch with their brand and website, developing three key messages provided a foundation for website content, marketing, donor outreach, and strategic planning. The messages served as a guiding, non-exhaustive framework but did not need to be used verbatim—adjustments, refinements, or extractions to suit their needs worked well. Gregg and Lili utilized them as flexible tools that ensured clear, consistent communication about their mission and impact across their new website.
Gregg and Lili received a list of values that could shape or already reflect their brand’s experience for donors, supporters, and partners. They were encouraged to identify the values that resonated most with their mission and, more critically, determine which ones held the highest priority for their project. I then worked to develop eight priority values and their definitions for Gregg and Lili to use in their verbal and written messaging about their work.