Ground animal welfare
Ground animal welfare
Ground animal welfare
UI/UX Design
Design Systems
Graphic Design
Social media
Client
Ground animal welfare
Client
Ground animal welfare
Client
Ground animal welfare
Year
2025
Year
2025
Year
2025
Industry
Animal Welfare & NGO
Industry
Animal Welfare & NGO
Industry
Animal Welfare & NGO
The mission of this project was to reposition TerraBarn as an elegant, accessible, and contemporary brand while staying true to its artisanal roots. The goal was to create a cohesive identity system, craft a moodboard to guide visual storytelling, and launch the brand’s first e-commerce website with a refined digital presence.
Overview
Ground Animal Welfare is a non-profit association advocating for animal rights, ethical treatment, and sustainable living. While their grassroots initiatives and educational workshops created meaningful on-ground impact, their digital presence lacked structure and visibility. With inconsistent social media communication and no website, the association needed a cohesive identity to expand reach, build credibility, and connect effectively with both audiences and funding partners.
Problem Statement
Despite their strong mission, Ground Animal Welfare faced key challenges:
Inconsistent visual identity across posters and social media.
Lack of a website to showcase their work, impact, and credibility.
Heavy reliance on sympathy-driven narratives common in the sector, which didn’t align with their vision of awareness-focused communication.
The task was to create a digital identity that felt compassionate, credible, and educational — positioning animal welfare as a shared responsibility rather than a cause for pity.
Our Role
As their strategic and creative partner, we:
Developed a design system conveying empathy and clarity, ensuring cohesion across all touchpoints.
Built a social media identity with content themes such as animal case studies, extinction awareness, adoption stories, veganism education, and myth-busting formats.
Designed engaging reels and storytelling formats, including contrasts between popular animated animals and their real-life counterparts.
Showcased on-ground initiatives by documenting school workshops and educational programs.
Designed and launched a clean, user-friendly website presenting their mission, projects, milestones, gallery, merchandise (for fundraising), testimonials, team, and contact options.
Research
To ensure relevance and impact:
We analyzed communication patterns in animal welfare and crafted a tone that prioritized awareness over sympathy.
Identified three primary audience groups:
Young adults exploring veganism and advocacy.
Educators and NGOs seeking workshops and partnerships.
Funding bodies looking for transparency and credibility.
Benchmarked competitor NGOs and recognized a gap in strong visual systems and emotional storytelling, which shaped our differentiation strategy.
Overview
Ground Animal Welfare is a non-profit association advocating for animal rights, ethical treatment, and sustainable living. While their grassroots initiatives and educational workshops created meaningful on-ground impact, their digital presence lacked structure and visibility. With inconsistent social media communication and no website, the association needed a cohesive identity to expand reach, build credibility, and connect effectively with both audiences and funding partners.
Problem Statement
Despite their strong mission, Ground Animal Welfare faced key challenges:
Inconsistent visual identity across posters and social media.
Lack of a website to showcase their work, impact, and credibility.
Heavy reliance on sympathy-driven narratives common in the sector, which didn’t align with their vision of awareness-focused communication.
The task was to create a digital identity that felt compassionate, credible, and educational — positioning animal welfare as a shared responsibility rather than a cause for pity.
Our Role
As their strategic and creative partner, we:
Developed a design system conveying empathy and clarity, ensuring cohesion across all touchpoints.
Built a social media identity with content themes such as animal case studies, extinction awareness, adoption stories, veganism education, and myth-busting formats.
Designed engaging reels and storytelling formats, including contrasts between popular animated animals and their real-life counterparts.
Showcased on-ground initiatives by documenting school workshops and educational programs.
Designed and launched a clean, user-friendly website presenting their mission, projects, milestones, gallery, merchandise (for fundraising), testimonials, team, and contact options.
Research
To ensure relevance and impact:
We analyzed communication patterns in animal welfare and crafted a tone that prioritized awareness over sympathy.
Identified three primary audience groups:
Young adults exploring veganism and advocacy.
Educators and NGOs seeking workshops and partnerships.
Funding bodies looking for transparency and credibility.
Benchmarked competitor NGOs and recognized a gap in strong visual systems and emotional storytelling, which shaped our differentiation strategy.
Visual Language
Ground Animal Welfare’s new identity strikes a balance between compassion and professionalism:
Colors: Soft, natural tones evoking warmth and trust.
Typography: Friendly and approachable fonts for accessibility.
Imagery: A blend of real-life photography, illustrative elements, and educational visuals.
Website Design: Minimal and structured, carrying the social media design system into a clean, navigable UI.
Approach
We implemented the transformation in clear phases:
Identity & Design System — Established visual guidelines to unify communications.
Content Strategy — Built themed storytelling around sustainability, adoption, and veganism.
Social Media Storytelling — Rolled out reels, carousel posts, and educational snippets for deeper engagement.
Website Development — Launched a streamlined landing hub with mission, impact, and opportunities to connect or support.
Results
Enhanced Social Presence: Stronger engagement, improved design consistency, and steady audience growth.
Cohesive Branding: A recognizable identity system that improved professionalism and recall.
Website Launch: For the first time, the association had a central digital hub — ground-animalwelfare.org — strengthening communication with funders and partners.
Key Takeaway
Through intentional branding and storytelling, Ground Animal Welfare has transformed from a scattered presence into a credible, compassionate, and impactful voice for animal rights. Their empathetic yet educational approach makes advocacy relatable, while their new digital ecosystem positions them for growth in awareness, partnerships, and funding opportunities.
Visual Language
Ground Animal Welfare’s new identity strikes a balance between compassion and professionalism:
Colors: Soft, natural tones evoking warmth and trust.
Typography: Friendly and approachable fonts for accessibility.
Imagery: A blend of real-life photography, illustrative elements, and educational visuals.
Website Design: Minimal and structured, carrying the social media design system into a clean, navigable UI.
Approach
We implemented the transformation in clear phases:
Identity & Design System — Established visual guidelines to unify communications.
Content Strategy — Built themed storytelling around sustainability, adoption, and veganism.
Social Media Storytelling — Rolled out reels, carousel posts, and educational snippets for deeper engagement.
Website Development — Launched a streamlined landing hub with mission, impact, and opportunities to connect or support.
Results
Enhanced Social Presence: Stronger engagement, improved design consistency, and steady audience growth.
Cohesive Branding: A recognizable identity system that improved professionalism and recall.
Website Launch: For the first time, the association had a central digital hub — ground-animalwelfare.org — strengthening communication with funders and partners.
Key Takeaway
Through intentional branding and storytelling, Ground Animal Welfare has transformed from a scattered presence into a credible, compassionate, and impactful voice for animal rights. Their empathetic yet educational approach makes advocacy relatable, while their new digital ecosystem positions them for growth in awareness, partnerships, and funding opportunities.
It has been a great experience working with Sketchy Studio Design! From the get-go, their team was on top of everything from helping find the right aesthetic to ideating and strategizing. As a Founder, it was an absolute pleasure to not worry about social media as this team consistently stuck to deadlines and plans, were open to feedback and changes along the way, and very accurately conveyed our visions!
Srikanth
Founder
It has been a great experience working with Sketchy Studio Design! From the get-go, their team was on top of everything from helping find the right aesthetic to ideating and strategizing. As a Founder, it was an absolute pleasure to not worry about social media as this team consistently stuck to deadlines and plans, were open to feedback and changes along the way, and very accurately conveyed our visions!
Srikanth
Founder