Paws For Protection
Design Workshop - Thesis Project
September 2021 - April 2022
Paws for Protection is a social campaign, to push for legal change. Through the use of social media as a form of outreach, our brand builds a community supporting the implementation of a Service Animal protection law in Canada.
Brand Message
Paws for Protection embodies the values of community and unity. The use of an online presence is aimed to improve accessibility for all individuals with disabilities who use Service Animals in their everyday life. Unity is a necessity in making this movement possible, as we rely on the community we build to make this change possible.
The Problem
In Canada, there is an absence of a protection law for Service Animals when utilized by individuals with disabilities. This form of discrimination excludes said individuals from living and conducting independent lives.
Key Objectives
Our focus is on improving accessibility in all public places, with an aim to decrease unnecessary obstacles like ill-informed establishments. Evidently building a safe and educated online community that could eventually translate into a well-informed society.
Target Audience
Our target audience ranges from 13 years old and up, all ethnicities and genders, including individuals with Service Animals, as well as their family and friends. Specifically targeting individuals with disabilities who use Service Animals and do not fall under the 'Blind Persons' Rights Act.' Other audiences include any and all dog lovers, such as dog owners and their families; as well as organizations related to or in support of Service Animals and individuals with disabilities.
Deliverables
Website
The website is the home of the campaign. This platform hosts the petition and educational material, valuable for all viewers in educating themselves on this movement. The landing page hosts the brand message, testimonials, and a call to action directing viewers to sign the petition.
Landing Page
The landing page hosts the brand message, testimonials, and a call to action directing viewers to sign the petition. Along with some social media highlights located at the bottom of the page, connecting the campaign socials to the site.
Petition Page
The petition page hosts the petition sign-up form, located at the top of the page for visitors to quickly sign up if they're already familiar with the campaign. For new viewers, they can utilize the information found at the bottom of the screen to educate themselves on the movement. After viewers sign up, a sharable pop-up replaces the form, encouraging participants to share their contribution to Instagram or Facebook, inspiring their followers to do the same.
News Page
The news page hosts educational resources, both positive and negative, to underline the beneficial aspects of having a service animal, as well as the negative mistreatment that these individuals have endured. These resources are for individuals who do not yet understand the importance of this movement, or want to further educate themselves on the issue. The top of the page includes a section for users to sign up for updates on the campaigns progress. Overall, this page includes both articles and videos with small disciptions underlining the importance of each resource, viewers can click the 'learn more' button to be taken to the original article and video sites.
Contact Page
The contact page not only has a section prompting users to contact campaign officials to help answer any questions, but also a section prompting the user to 'stay connected' by sigining up to recieve updates on the campaigns progress.
Frequently Asked Questions
The FAQs page is utilized on this website to help clear up misinformation and misconception built around this community. Educating viewers by answering questions related to the topic of service animals utilized by individuals with disabilities.
Social Media
Both Instagram and Facebook are utilized to reach both ends of our target audience, as it ranges from 13 years old and up. Utilizing the same information on each platform, formatted and displayed in different manners. All posts use educational material focused on informing our viewers on the current legal absences within the service animal community, providing background information for the petition. Each post holds a variety of typographic, photographic, and illustrative styles. Utilizing a visually interesting, friendly, and personal approach to the posts, which will evidently invite viewers to learn more about the campaign and visit our website.
Branding
The Paws for Protection campaign caters to a large target audience, making our goal for the brand to be family-friendly, inviting, and exciting. In order to attract all appropriate audiences; creating an inclusive and positive environment for the campaign to flourish. The logo follows a simple symbolic and illustrative style, utilizing a shield and paw print to symbolize the protection of service animals. The use of bright primary and secondary colours will attract and entice all audiences, old and young. Finally, the typographic treatment throughout the website and social media posts follow a personal and friendly aesthetic, through the use of sans serif and handwritten script fonts.
PROCESS WORK
Scheduling
Throughout the full-year Design Workshop course, each designer had to hold themselves accountable for their own project. Allocating an appropriate amount of time for the workload they had, through the use of a self-made schedule and a web page to host all of the process work conducted throughout the year.
Describe your image
Describe your image
Describe your image
Describe your image
Overall Process Work
Below is a collection of logo sketches, illustrations, font, colour, and digital explorations. This slide is a collection of all the design processes conducted while creating the Paws for Protection campaign. Including the branding renditions, website variations, and social media experimentations.
