THE LOVE LEAGUE
Celebrating a non-profit top honors.
The Love League is a special donor-recognition program created by the Richmond SPCA, a nonprofit dedicated to saving and improving the lives of animals through adoption, education, and advocacy.
This program exists to honor, delight, and strengthen relationships with their most loyal donors, celebrating not only their contributions but the love and compassion behind them. The Richmond SPCA team approached us with a clear mission: to create a visual identity and experience that made donors feel genuinely seen, appreciated, and emotionally connected to the animals they help rescue.
( Client )( Service )( Industry )Non-Profit
Campaing Identity
Ritchmond SPCA
Understanding the audience
The primary donor segment for this program is women aged 55+, who are long-time supporters of the organization. They value warmth, authenticity, legacy, and emotional storytelling. Because of this, we developed an aesthetic direction that felt both heartfelt and timeless.
We crafted a vintage-inspired color palette paired with playful accents to bring in a youthful, modern twist. This balance allowed us to capture the undeniable cuteness and personality of the animals the SPCA cares for.
