Pro-bono business gives agencies a chance to give back to the community. In the case of PAWS, we also got the community to pitch in as well. Despite its excellent reputation as a leader in protecting and advocating for animals since 1967, PAWS lacked brand awareness and was often confused with other organizations like the Humane Society. The public also lacked a clear understanding of the breadth of PAWS services. PAWS called on GreenRubino to help build a cohesive branding and marketing program to better communicate the multiple facets of its offerings, and increase donations, adoptions and volunteers. After completing our research, we crafted a new Brand Strategy Platform that focused on PAWS as a skillful champion for animals and dedicated to education, conservation and preservation. GreenRubino brought the brand to life by creating a bold new identity system centered on the big returns of compassion. To ensure a seamless transition for all communications, we also developed graphics standards to provide a consistent brand experience. GreenRubino created a compelling marketing campaign that included print, outdoor and radio advertisements, produced almost entirely with donations we negotiated from our media partners. Giving back really pays back.