Tails to Tell
Overview:
Tails to Tell is a registered Alberta-based charity dedicated to rescuing sick or abandoned cats and finding them loving, permanent homes. Since its founding, the organization has helped over 4,500 animals and continues to rely entirely on volunteers and donations to sustain its efforts. Their mission, deeply rooted in compassion, inspired our team to create a digital solution that supports long-term sustainability and outreach.
The project focused on revitalizing the shelter’s brand identity, strengthening its digital storytelling, and increasing community engagement across web and social platforms. Our goals were twofold:
To enhance Tails to Tell’s brand visuals using competitive research and analysis.
To implement these visuals consistently across platforms in order to attract new volunteers, donors, foster families, and adopters.
Brand Identity Design Design System & Guidelines Infographics & Visual Assets Website Enhancements Social Media Content Creation Research & Strategy Storytelling Integration Logo Design Graphic design
Responsibilities:
Team and Timeframe:
This project was completed over a 6-week period as part of a collaborative team effort. Our group consisted of multidisciplinary creatives specializing in visual design, branding, user experience, and content strategy. Working closely together, we divided tasks based on our individual strengths while maintaining regular check-ins and feedback sessions to ensure alignment with Tails to Tell’s mission and goals. The project combined independent work with strong team coordination to deliver cohesive and impactful results.
The primary objective of Phase One was to strengthen Tails to Tell’s brand presence through a strategic visual refresh and cohesive storytelling approach. Our goal was to develop a consistent and emotionally resonant brand identity that would help increase visibility, build trust, and attract new supporters. This phase focused on research and analysis of comparable animal shelters, followed by the creation of a new logo, mascot, color palette, typography, and brand guidelines. By laying a strong visual foundation, Phase One aimed to enable Tails to Tell to communicate more effectively across all digital platforms and begin building long-term engagement with donors, volunteers, and adopters.
Objective and Goal Phase One
Phase 2: Brand Implementation
Applied the new visual identity across digital touchpoints, including website updates, social media templates, and infographics to ensure consistency and enhance user engagement.
Phase 3: Community Engagement & Outreach
Focused on increasing public interaction through branded content, storytelling, and targeted messaging to attract donors, volunteers, and foster families
To ensure consistency and ease of use across all platforms, we developed a comprehensive brand guideline document. It includes clear instructions on logo usage, color palette, typography, mascot application, and design dos and don’ts. Tailored for a volunteer-run team, the guide empowers Tails to Tell to maintain a unified and professional brand presence in all future communications.
Brand Guidelines:
Logo Variations:
In addition to our primary logo, the Tails to Tell brand includes three distinctive variations, each tailored to specific use cases. The full-color primary logo is designed for use on light backgrounds, conveying warmth, vibrancy, and the spirit of compassion central to our mission. For more minimalist or professional settings, we offer a black-and-white version that ensures clarity and versatility across both digital and print formats. Additionally, a compact icon version is available, ideal for use as a favicon or profile image where space is limited. This version omits the full ‘Tails to Tell’ name and should be used sparingly to maintain brand recognition. Together, these logo variations provide the flexibility needed to maintain a consistent and recognizable visual identity across all communication channels.
Do’s and Don’ts:
To preserve the integrity of the Tails to Tell brand, it is essential to use the logo in its original form—without altering its proportions, colors, or composition. Always maintain the designated clear space around the logo to ensure it appears clean, legible, and professional in all applications. Avoid resizing the logo disproportionately, as distortion can weaken its visual impact. Do not apply unauthorized colors or modify the color scheme, and never crowd the logo with surrounding elements or text. Following these guidelines ensures a consistent and recognizable brand presence across all platforms
The Tails to Tell color palette was carefully selected to reflect warmth, compassion, and trust—values at the heart of the organization’s mission. It includes a mix of soft, welcoming tones and bold accent colors that create visual interest and emotional appeal across all platforms. Consistent use of these colors helps reinforce brand recognition and create a cohesive look. Typography also plays a vital role in the brand’s voice. We’ve chosen legible, friendly fonts that balance professionalism with approachability. Primary and secondary typefaces are used intentionally across headings, body text, and digital content to maintain a clean and organized visual hierarchy
Color and Typography
The “Avatars” tool offers users the ability to create and customize their own cat avatars. With endless possibilities for customizing tails, bodies, feet, and more, users can either replicate their feline friend or design a completely unique cat character. This feature is a fun and creative way to showcase your love for cats and add a playful element to your online presence. Once your personalized cat avatar is complete, sharing it across social media is simple, making it a perfect way to express your cat enthusiasm with a whimsical twist.
Avatars:
Illustrations & Patterns:
Embrace the playful spirit of 'Tails To Tell' with our charming graphic elements! These delightful cat-inspired illustrations are perfect for enhancing social media posts and other marketing materials.
Purrfect Posts: Add a touch of feline charm by incorporating these cute icons into your social media graphics. A playful paw print or cat toy can instantly elevate your content with whimsy.
Heartwarming Hashtags: Combine our graphic elements with heartfelt captions and relevant hashtags to amplify their impact. These visuals will help your posts capture attention and connect with our community.
Kitty-themed Campaigns: Use these endearing cat graphics for marketing materials like flyers and banners. They’re an effective way to highlight our mission and engage supporters in a meaningful way.
The pattern elements are fully editable, and colors can be adjusted. However, it is important to adhere to the color palette provided in this guideline to maintain a consistent and cohesive brand identity.
Social Media:
By adhering to our brand guidelines, you'll be able to create a seamless and consistent look for our social media presence. This consistency is key to building a recognizable and trusted brand identity. Our guidelines provide the necessary tools, including approved color palettes, logo usage, and graphic elements, to ensure that every social media post aligns with our mission and values. To make it even easier, we've included a set of templates that reflect our brand's style, allowing you to design eye-catching posts effortlessly. These templates not only save time but also maintain a unified visual language across all our social media channels, reinforcing our commitment to 'Tails To Tell.
Business Card:
Our business card design reflects the warmth and professionalism of the Tails to Tell brand. Featuring our updated logo, brand colors, and playful graphic elements, the card strikes a balance between approachability and credibility. Clear typography ensures all contact details are easy to read, while subtle cat-themed accents add a memorable touch. Designed to leave a lasting impression, the business card helps strengthen our visual identity in both personal and professional interactions
