Richmond Animal League: Heartfelt Visuals for the Super Heroes of Animal Welfare
Richmond Animal League
Richmond Animal League saves lives by giving hope, help, and loving homes to animals in need. For over 45 years their team has partnered with area shelters to provide temporary housing, medical treatment, vaccinations, spay and neuter, as well as loving care to thousands of pets each year. With the goal of reducing euthanasia rates across Central Virginia, RAL’s life saving work is an essential to the community.
After supporting Richmond Animal League through a website redesign, RAL asked Campfire & Co. to help tell their influential story within the Adoption Center. We identified opportunities for wall graphics, emotive language, helpful wayfinding signage, accent paint, and simple interior updates that would make a big impact on the overall guest and staff experience.
Using heartfelt imagery alongside brand graphics and emotive language, vinyl graphics were installed throughout the entry space, waiting lobby, meet & greet rooms, and staff hallways so every space felt distinctive and representative of RAL’s brand personality. Future updates to the merchandising wall and campus wayfinding are also in the works.
“Thank you for your team’s outstanding work! We thoroughly enjoyed following up on our website work with Campfire & Co. to do this project. It’s making a big difference helping us make a big difference!”
– Larry Eason, Executive Director, RAL
To activate the arrival experience, brand patterns in large scale shapes of a paw print and animal ears were added to the windows, alongside RAL’s key language of ‘hope, help, and loving homes’ to drive home the nonprofit animal welfare organization’s mission.
Richmond Animal League’s new website prioritizes storytelling, content organization, vibrant typography, and expressive pet photography to share essential information about how to adopt a pet or support the nonprofit. Impactful stats are shared amongst details on their experienced team. Most visited pages are highlighted in the footer and an active blog helps promote upcoming events and featured pets. Finally, the streamlined content organization makes it easier for visitors to quickly find what they need and lessen the load on the RAL team’s need to respond to common inquiries, so they can focus on their life saving work.
