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Animal Refuge League –

deliverables Branding & Vision // Logo // Video // Letterpress & Traditional Collateral

Animal Refuge League of Greater Portland

Future Fund Campaign


After caring for Greater Portland’s neediest pets since 1911, the Animal Refuge League of Greater Portland grew out of their current location on Stroudwater Street. Renovations couldn’t help the dated building that was already stretched beyond its use; it was time to build a new state-of-the-art facility that would allow the organization to continue to serve 4,000 homeless animals annually. In order to bring awareness to the ARLGP, the need and the $6.5 million required to build the new facility, the Future Fund was born.


Realizing this campaign would be the backbone for the 2-year fundraising push, Pulp+Wire worked closely with the ARLGP to create an exciting and comprehensive campaign brand identity. Pulp+Wire designed new graphic elements, carefully selected fonts and a supporting color palette to anchor the campaign that stood out, yet felt like a natural branded extension of the ARLGP. Invaluable pieces like designing and programming a landing page, as well as collateral materials like printed mailers, fundraising event takeaways, a booklet presenting the history and future of the ARLGP and working together with local filmmakers on a 3 minute reason-to-believe video. Printed pieces like letterpress thank you cards, were just one example of a thoughtful, personalized touch that went into creating a campaign that was a critical need for the Greater Portland community and would benefit the tight-knit community of pet lovers and adopters.


The ARLGP team was able to use the branded campaign from tip to tail. The Future Fund campaign was hugely successful in both creating awareness within the community and hitting the fundraising goal in advance of the campaign’s end date. The 25,000-square-foot Arthur P. Girard Adoption Center is slated to open at the end of 2016.

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