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Freedom Street Rescue

Identity, Digital, Campaign

TALISMAN worked closely with the fast-growing animal non-profit in Harris County, Texas to develop a brand strategy, tone of voice, and visual identity that presents Freedom Street as both an organization and a civic ideal.

Amidst the high-kill shelters ubiquitous in the American South, the approach to storytelling focused on unconditional love – striking a balance between second chances and first alerts for urgent need cases. The team's manifesto of helping a shelter dog find a freedom ride, a foster family, and a forever home became the key focus for the organization's strategic rebranding across its multiple platforms.

Freedom Street's lasting connection to both its past adopters and its digital-volunteer team informed the visual depiction of a passionate community of individuals connecting future owners with furry friends in need. Targeted tone of voice highlights themes of commitment, pride, and lasting connection to the brand, and joining a movement of volunteers devoted to giving FSR’s rescues a ‘new leash on life.’

Sector

Civic + Public, Not For Profit

Discipline

Identity, Digital, Print, Video, Communications, Positioning

Team
TALISMAN

Jacob Kemp
Lena Rose
Morgan Moscinski

Freedom Street Rescue

Karoline Carlson
Karen Leback
Rhonda Barron
Mary Alice Kahanek

Partners

Hirsch Fishman

Graphic Google

More Info
Less Info
This is an image of the freedom street logo on a white flag, with a blue sky with clouds in the background. The logo icon features the profile silhouette of a dog (in royal blue) with a red stripe following the collar of the dog, creating the illusion that there is a street trailing off the dog.
A bark to action

Amidst the high-kill shelters ubiquitous in the American South, the approach to storytelling focused on unconditional love – striking a balance between second chances and first alerts for urgent need cases.

A new leash on life

The team's manifesto of helping a shelter dog find a freedom ride, a foster family, and a forever home became the key focus for the organization's strategic rebranding across its multiple platforms.

This is an image of a series of instagram posts from Freedom Street on a blue background, featuring informational content about different dog breeds and various dogs that are up for adoption.
A white gift bag for Freedom Street Rescue on a bright, light blue background with the message in bold, red type reading "from ruff start TO ONE CLASSY MOTHER PUPPER"
This is a sharable social media banner adoption/foster advertisement for the dog, Artie. The image features a blue background and a large image of Artie, a chocolate Labrador. The ad reads that he is 64 lbs, 4 years old, and a Lab / Shepherd mix, along with a bio and information about his temperament, and the freedom street logo and contact information at the bottom.
This is a mobile-optimized adoption/foster advertisement for the dog Lil' Ripper. The image features a red background and a large image of Lil' Ripper, a black and white chihuahua mix with medium length hair and the characteristic ugly/cute chihuahua face. The ad reads that she is 9 lbs, 3 years old, female, and spayed, along with a bio and information about her temperament.
This is a mobile-optimized adoption/foster advertisement for the dog Bouillon. The image features a pink background and a large image of Bouillon, a black and white Whippet mix with short hair and attentive energy. The ad reads that she is 34 lbs, 7 years old, female, and spayed, along with a bio and information about her temperament.

Targeted tone of voice highlights themes of commitment, pride, and lasting connection to the brand, and joining a movement of volunteers devoted to giving FSR’s rescues a ‘new leash on life.’

This is an image of four presentation slides against a red background. The topics of the slides vary from information about adoption day, dogs daily routines, and promotional images meant to invoke warm feelings about fostering and adopting.
This is an image of a set of presentation slides that are meant for volunteers and new dog owners covering topics that include pet insurance, pet care, grooming, what to expect in the first few days of fostering, and information on different dog breeds.

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