This document outlines Emily Pinder's process for developing branding and promotional materials for an animal welfare campaign. It includes mood boards and draft designs for logos featuring animals, posters using cartoon characters in laboratory settings, leaflets with facts, and merchandise. Emily experiments with different visual styles, including "cute" animal images, and refines her designs through multiple drafts to improve readability and professional appearance. The goal is to raise awareness of issues like animal testing through engaging, memorable designs that appeal to broad audiences.

1. Production
Emily Pinder

2. Logos

3. Logo
• For my logo, I want to create a simplistic and easily
recognizable symbol that I can use throughout my
campaign. I like the use of outlines of animals which is
something I think I will in my own work.
• I also want to feature a name on my logo to represent
the campaign however, I am currently undecided what
to call my campaign.
• My logo will feature an animal that is commonly tested
on such as a rat or rabbit. I may also make it using a
beagle dog as I feel it is more of a unique idea.

4. Mood board for logo

5. Logo
• I want to create a catchy title that sums up my
campaign so it is very clear to the public that it is
about animal welfare.
• I have had a look at some other campaigns but
most of them have very long names instead of
short catchy ones.
• I have just used PETA for my draft logos to help
me chose which one I like the best. When I have
chosen my logo and font I will create a name for
my campaign.

6. Draft logo ideas
• This is my first draft of my logo for
the campaign. I used the images
from my mood board to create my
logos as I could not get access to
these sorts of dogs to take my own
pictures.
• I chose this image as the dog looks
like its howling in pain, I thought
this would be a good logo as it
reflects what I am trying to prevent
with my campaign. However, I
don’t think it is very clear and not
the best logo I could make.

7. Draft logo ideas
• This is my second draft logo
which I created using more
images from my mood board.
I thought this image looked
slightly creepy due to the way
the eyes turned out on the
dogs.
• I also found it hard to
distinguish each dog as one in
laid on the other. After
creating this logo I felt it was
not right for my campaign.

8. Draft logo ideas
• This is another logo I created
using images from my mood
board. For this logo, I
wanted to create something
cute as I felt it would catch
peoples attention and would
be clear enough that my
campaign is about animals.
• I am very happy with the
way this logo turned out and
it is my favorite one so far.

9. Text ideas
• I decided to just use PETA as the name of my
campaign until I think of one. I had at look at some
fonts and found that I like these 4 the best.
• I like the first one as it is bold, clear and easy to read.
The second font is a slight variation of the first font
which is a bit more exciting and eye catching.
However, I feel this font could be quite hard to read.
• The third font has a Disney style which I thought was
nice as it would relate to research of Jeff Hong .
However, I'm not sure it will suit my logos.
• The last font is very unusual and stands out because
of the line that joins all of the letters. I do like this
font and I think it would work well with my logos.
• I have deiced to have my font in red as it is bright and
bold but also conveys a message of blood and
murder related to animals testing.

10. Draft completed logos
• This was my favorite font
using this logo. I feel it is
very bold, easy to read
and goes well with the
image of the dog. I did
think about using a softer
colour but I think the red
does work well to
capture peoples
attention.

11. Draft completed logos
• I tried the other fonts
using this image and I did
not feel they looked
right. Some of the were
very hard to read and to
small. They did not go
with the image and
looked out of place.

12. Draft completed logos
• I really like this font with
this image as I feel it does
like quite professional and
unusual. The font does
stand out with the logo as I
feel the colour is not to
bright due to the style of
font. The placement of the
font works well I feel as it
helps to identify the logo
as a collective rather than
an mage and font.

13. Draft completed logos
• I did not feel these fonts
worked very well this
image as they did not
match the cute dog and
looked out of place.
• I also feel they did not
match the idea of my
campaign.

14. Finished logo
• I have decided to call my
campaign Used and Abused.
However, I will abbreviate its
name on my logo to UAA. I like
the name as it short and easy
to remember. I have created
my name for my campaign
using the font Brushstrike. The
text looks very bold, can stand
out well on its own and it easy
to identify without the image.

15. Finished logo
• This is my finished logo. I
added a black stroke and
colour overlays to the
text to make them stand
out more. I feel this logo
is very eye catching and
bold enough to stand by
itself. It is also very
recognisable for my
campaign.

16. Finished logo
• This is my second
finished logo. I kept
the theme similar with
the use of a beagle dog
and using the same
font. I wanted to keep
the theme similar and
easy to identify with
my campaign.

17. Posters

18. Mood board for animal testing

19. Idea one
• My first mood board was for the idea of animal testing. I found a variety of
posters that I liked and a few fonts that I could use as well.
• I like the idea of creating a cartoon poster as I feel they look more visually
appealing than a photograph and stand out more. I also feel they are very
powerful as they can be a lot more graphic than an image but can get
away with it as its not real.
• I also like the idea of using well known cartoon characters such as Bugsy
Bunny as this helps to catch the audiences attention as it is something
they recognize. I also think it’s a good way to reach out a larger audience
without being to graphic towards a younger audience.
• I also like the idea of a scary style text to accompany the image as it helps
to get the point across that animal testing is wrong. One of the posters on
my mood board has a film poster style which I think is a good idea as it
helps to grabs your attention and is a little more light hearted than some
other animal testing posters. I would like to experiment with this myself
using popular film posters.

20. Mood board for animal entertainment

21. Idea two
• My second mood board was the use of animals for entertainment, I like
the more unrealistic posters as they grab your attention, get the point
across and is a lot more light hearted than the graphic images of animals
in pain.
• I really like the poster that shows a tiger as a puppet as I feel it a very
strong metaphor that stirs an emotion in the audience as well as being
visual interesting. I also like the dark colour schemes that helps to reflect
the neglect and torture that animals face.
• Again, with a poster of this style it helps the broaden the intended
audience as it makes it more suitable for children.
• I do not think I will make a very graphic poster, especially not using images
as I feel some of them are very hard to look and people often avoid these.
This means that may campaign would have a very limited audience and
would not help spread the word of animal welfare as well as a
cartoon/light hearted poster could.
• I also wanted to have text that reflected the use of animals such as the
circus fonts as they help the audience to identify where this animal abuse
takes place without having to clearly state where.

22. Mood board for fur

23. Idea three
• For my third idea, I looked at campaign posters against the use of
fur. I like the silly and fun them that some of these posters have as
it makes them a lot appealing an audience. However, the serious
tone of the poster is still present.
• I like how the images are manipulated in this image to make the
posters for example with the coat hanger as these image do look
fake but show the seriousness of this trade. Cute animals are also
used to create empathy from the audience.
• I again, like the cartoon poster as I feel they are unusual and can be
very powerful. I especially like the bear wearing a human coat
poster as it is surprising but shows how inhumane this trade is.
• I like the use of fur texture and animal prints on the texts as it
relates very closely to the subjects and is another element that can
help make the campaign memorable.

24. Jeff Hong Disney characters

25. General Ideas
• I like the idea of using well known cartoon characters to
create posters for my campaign on animal welfare. I like this
images created by Jeff Hong showing Disney characters in real
life situations. I feel this style would be very good fro my
campaign as it would appeal to an audience that are fans of
Disney. I feel using well known characters will also make the
campaign more popular as it will be more recognisable.
• I think I would make my poster all cartoon instead of having a
real life picture in the background but this is something I can
experiment with.
• I would want to use popular cartoon animals and place them
in a lab setting to create the posters.

26. More images for idea one

27. First draft
• For my first poster, I had
the idea of using the
ratatouille film poster but
changing the knives into
needles. I created all of
the elements and I have a
first draft of this poster.

28. First draft
• This is the first draft of my
poster. I think the idea of
needles instead of knives
worked very well however, I
feel the poster is to dark as
there is a lot of grey.
• I think this is a good first
draft as it gets across the
message of animal testing
without being to graphic
and appropriate for all ages.

29. Final draft
• I decided to create a more
realistic background as I felt
it help to contrast the
cartoon style, making the
poster stand out. I also feel
it makes the poster look
more professional.
• I feel this poster clearly gets
the message across about
animal testing in a light
hearted way.

30. First draft
• This is my first
draft at creating a
poster that looks
like rabbits in a lab
situation. I do like
the contrast
between real life
and cartoon
elements of the
poster as I feel it
works well and
helps to make the
poster stand out.

31. Second draft
• This is the second
draft for my second
poster, However, I
feel that it is to
dark and the text is
very hard to read
against the
background. I have
already made some
changes that have
helped to make the
poster stand out
more but I feel
more are needed to
get it to a
professional
standard.

32. Final draft
• This is the final
draft for my
second poster. I
feel this poster is
a lot better than
my first attempt
as the lighter
background helps
to bring out all the
elements of the
poster. It also
helps to keep the
theme in my
posters
continuous.

33. First draft
• Again with this
poster, the
background is to
prominent which
makes it hard to
see all the text. I
had tried to make
the text bolder by
adding some lighter
strokes and drop
shadows to the
text. I feel that the
poster needs so
more work
especially on the
text to make it
work.

34. Second draft
• This is my second
draft of the poster. I
adjusted the opacity
of the background to
help make my text
stand out from my
poster. I also added a
drop shadow which I
feel has made my
text harder to read
and looks like a slight
blur has been
created. I need to
adjust my text to
make the poster look
more professional.

35. Final draft
• I adjusted the
length and size
of the drop
shadow to help
make my text
bolder without
being to fuzzy. I
feel this really
helped to make
my poster look
more
professional
and easy to
read.

36. First draft
• This is my first
draft of my fourth
poster. I have
used the same
style text and
background to
make sure it fits in
with my other
posters. However,
I feel that there is
a lot of negative
space in my
poster that makes
it look
unprofessional
and unfinished.

37. Final draft
• I made
everything on
the poster
slightly bigger
to make use of
the negative
space. It also
helped to
make
everything
clearer from a
distance.

38. Merchandise

39. Mood Board

40. Merchandise ideas
• For my merchandise, I want to use the site
redbubble.com to create a range of different
merchandise such as t shirts, mugs and stickers.
• I know how the use the website and it has been
successful for me in the past. I will use images from
both my logos and posters to create the merchandise.
• I want the merchandise to be easy to connect to the
posters, making my campaign recognisable.
• I will make a few simple designs that can fit onto a
range of different types of merchandise that the
website has to offer.

41. Logo merchandise
• I used my finished logo to create a range of different
merchandise that redbubble.com has to offer. I edited
some of the images slightly to create something more
simple than my posters.
• I removed the background and text from the poster
to create these merchandise styles. I like the more
simplistic feel of these designs.
• I also created some designs that are very different
from the posters using the same elements. I feel they
are more exciting but also help to fit together with
the rest of my campaign.

42. Logo merchandise

43. Petition

44. Mood board

45. Petition
• I created a petition that
people could fill out to stop
the use of animals in the
testing of products. I create
it using a similar theme and
elements from my posters
and leaflets to make sure it
fits in with my theme.
• I like the idea of a petition
as it is a way of getting
people to actively do
something to help this
situation.

46. Leaflet

47. Mood Board

48. Leaflet ideas
• I have decided to create a leaflet as I feel with will fit well
with my campaign theme and help to give more
information to my audience.
• I will keep the style of the leaflet similar to the posters by
using the same fonts and backgrounds. I will also create
some more rotoscope animals. I want to create them
reflection how real life animals look when used for testing.
For example, having a cat with a computer attached to its
head. This helps to show the seriousness of the situation in
a more light hearted way due to the cartoon style.
• I want my leaflet to contain lots of information and a
captivating image such as the leaflets I have found that are
on my mood board.

49. Leaflet 1
• This is my first
leaflet that I made
for my campaign. I
found lots of facts
and figures from
various different
websites to help me
create the leaflet.

50. Leaflet 2
• This is the second
leaflet I created. I
created the content the
same way as the first
leaflet. I created the
rotoscoped animals
using famous Disney
characters before
putting them into a lab
setting by using a pipet
of chemicals and a
electrode in the brain.

51. Poster mood board

52. Poster new style
• I decided to experiment
with a different style
for my campaign to
help appeal to a wider
audience. I decided to
use ‘cute’ images of
rats to create empathy
in the audience. I also
added a fact about
animal testing onto the
posters as well as title,
logo, slogan and link
like the other posters.

53. Poster new style

54. Poster new style

55. Merchandise new style
• I also decided to create some merchandise in this
style to help broaden the campaign. The designs
are very simple with the use of the image from
the poster and the title with logo.

56. Stop sign logos
• I also experimented creating some logos using
the other animals from all the posters. I
wanted to create a do not/stop sign using the
elements. I wanted to use the needle from the
first poster to create the diagonal line across
the animal to symbolise a stop animal testing
sign. However, this visually did not look good
and I feel these logos are not the best
elements in my campaign.

58. Banner
• I created a very simplistic banner that I would
have used when thinking about creating an
event to promote the campaign. I wanted to
slogan to be the main element to get the point
of the campaign across clearly.