Best Friends Home Brand Identity is a comprehensive visual communication system designed to revolutionize the brand presence of a prominent Melbourne-based animal shelter, developed by Australian designers Lee Selsick and Adeline Kim. This innovative rebranding project, launched in February 2019, represents a significant departure from conventional animal shelter branding by focusing on storytelling and emotional connections rather than typical industry motifs. The identity system encompasses a wide range of applications including business cards, letterheads, adoption kits, promotional materials, and digital assets, all unified by a sophisticated design approach that balances authority with warmth and empathy. The design strategy deliberately avoids common industry clichés such as cartoon-style pet illustrations, instead opting for a clean, minimal aesthetic that features authentic pet photography paired with compelling narrative elements. At its core, the identity system utilizes a distinctive logo lock-up format that combines the word Home with individual animal names, creating personal connections while maintaining brand consistency. This Bronze A' Design Award-winning project in the Graphics, Illustration and Visual Communication Design category demonstrates exceptional achievement in transforming a century-old institution's visual presence through contemporary design principles. The identity's strength lies in its ability to communicate complex emotional stories through a refined visual language, effectively engaging audiences while building lasting relationships between the organization and the community it serves. The system's versatility allows for consistent brand expression across multiple touchpoints while maintaining the emotional resonance that drives its core message.
brand identity design, animal shelter branding, emotional storytelling, visual communication, minimalist design, pet adoption marketing
CITATION : "Adam Dawson. 'Best Friends Home Brand Identity.' Design+Encyclopedia. https://design-encyclopedia.com/?E=438092 (Accessed on November 17, 2025)"
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