challenge #1

Rebranding Exercise

The challenge was to pick an brand/identity and redesign. I love animals and wanted to do something for them, so I went with PETA. At the time I didn't know much about them, the first thought that came to mind was angry animal lovers or vegans. Most of PETA's campaigns in the past were either aggressively attacking people or making people go naked. There was a campaign where PETA members would walk around the city and threw red paint at people who wore fur coats. Going at their targets with anger and pouring guilt on them didn't seem to me the best approach to get people to agree and feel for those animals. It either made people angry or alienate them. People might agree with the cause PETA stands for, but they aren't a fan of PETA.


Brand Attributes

PETA's new campaign must appeal to the audience's sense of morality without making them feel guilty or offended. Include the target audience—which is non peta members—in the picture, not just putting on the show for those that already are supporting

To give people a better understanding of what peta stands for, PETA must first understand that they can't change people's mind by forcing them. So, no forceful approach.

PETA's new identity and campaign will soften the edge — give a more welcoming vibes to people.


New Identity

When we look at the animals, we see ourselves.

“The Face” or the logo mark is a metaphor for the connections and similarities of humans and animals for the very fact that humans are also animals.

challenge #2

Raise Awareness

Inspire a new attitude towards animals

To encourage people to contribute to a good cause, PETA’s new campaign is created to appeal to the audience’s ethics & intelligence without making them feel guilty or offended. Include the target audience—the non-peta members—in the picture. The campaign emphasizes the similarities of humans and animals. After all, we are animals too. We all know that, but most people don’t know that animals have personalities, social intelligence, and many other human-like qualities. the new PETA campaign is going to "MAGNIFY" this idea. A big question is what topic should be brought up first. vegetarianism? animals products in the fashion industry? These two are probably talked about the most, but they are still least agreeable for most people. For this reason, the more agreeable topic—Animal experimentation—would be best to launch this new identity.



This is Draizy. Draizy is one of the most popular animal models in the industry. Researchers love to let Draizy be the first in line to test cosmetic and household products. So, it's quite understandable why Draizy could love herself a bit too much because she does nothing else in life except being obsessed with beauty products.

Draizy would attract the younger audience, the popular culture, and give out the message that animals are dying from cosmetic and household product tests. Hoping to urge the young audience to take action to stop this cruelty.


Jean Pierre

This is Jean-Pierre. Jean-Pierre is a dog of sophisticated senses. He proudly claimed that he could sniff a scene of any food or wine from a far and he could tell exactly what it is. However, his extraordinary sensitive perception was destroyed after he was put into a nicotine experimentation. Not only that he could no longer taste and smell anything, his breath has been keeping him away from the girls.

Jean Pierre would tell the general audience that things that are proven over and over to be harmful (e.g. cigarettes smoking) really are harmful, and it's senseless to try to disprove it.



This is Professor Malish Yugene Kensington. A highly intelligent but often forgetful monkey who loves nothing more than the challenging puzzles and trivia. He doesn't really agree with dissection and animal torturing because he's read in many books and articles that there are existing non-animal replacements for these cruel experimentations.

Malish would convince the audience of higher education that the animals are not the best models for humans diseases. Their systems are different.

challenge #3

Interactive Microsite

  • Branding
  • Art Direction
  • Interactive Design
  • Everything else in between
  • Best of Show - Academy of Art University Spring Show 2010