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PETA / identity


PETA (People for the Ethical Treatment of Animals) has gained
a brand identity that pushes away the people it wants to reach.

The message of kindness and compassion for animals is often
eclipsed by the negative public perception of the organization.

The following digital media expressions were made to signal
the change from an approach that was seen as aggressive and
extremist to one that emphasizes actions that support compassion
for all animals. Refreshing the brand identity will prompt greater
visibility for the organization’s goals in a positive light.


University of Washington

University of Washington
Seattle, United States

Joanna Ngai,
University of Washington