VISUAL IDENTITY, BRAND SYSTEMS
Lollypop Farm: Identity System
Lollypop Farm is a Rochester-based humane society that supports its community through education and outreach beyond just animal adoption. I proposed a flexible visual identity system redesign that expands the brand to highlight these community-focused initiatives while maintaining an approachable, inclusive feel for animals of all kinds, from cats to chickens.
View the full case study, or explore highlights below.
VIEW CASE STUDY
Project Type:
Visual Identity & Brand Systems
Role:
Brand/System Designer
Tools:
Adobe Creative Suite (Id, Ai, Ps, Ae), Procreate
Timeline:
10 Weeks
VISUAL IDENTITY, BRAND SYSTEMS
Lollypop Farm: Identity System
VISUAL IDENTITY, BRAND SYSTEMS
Lollypop Farm:
Identity System Redesign
Lollypop Farm is a Rochester-based humane society that supports its community through education and outreach beyond just animal adoption. I proposed a flexible visual identity system redesign that expands the brand to highlight these community-focused initiatives while maintaining an approachable, inclusive feel for animals of all kinds, from cats to chickens.
View the full case study, or explore highlights below.
Lollypop Farm is a Rochester-based humane society that supports its community through education and outreach beyond just animal adoption. I proposed a flexible visual identity system redesign that expands the brand to highlight these community-focused initiatives while maintaining an approachable, inclusive feel for animals of all kinds, from cats to chickens.
View the full case study, or explore highlights below.
VIEW CASE STUDY
VIEW CASE STUDY
Project Type:
Project Type:
Visual Identity & Brand Systems
Visual Identity & Brand Systems
Role:
Role:
Brand/System Designer
Brand/System Designer
Tools:
Tools:
Adobe Creative Suite (Id, Ai, Ps, Ae), Procreate, Figma, Canva
Adobe Creative Suite (Id, Ai, Ps, Ae), Procreate, Figma, Canva
Timeline:
Timeline:
10 Weeks
10 Weeks
01
01
01
The Challenge
The Challenge
The Challenge
The goal was to redesign the complete visual identity system for a real-world organization and create a cohesive, modern brand that reflects the organization’s mission and values across digital, print, and environmental applications; I chose Lollypop Farm, the Humane Society of Greater Rochester. While they’ve had a long-standing presence in the community, their branding felt outdated, overly focused on cats and dogs, and visually inconsistent. My goals were to:
Modernize: Modernize the visual identity to better represent the organization as a whole and speak more directly to their primary audiences, families with children, across digital, print, and physical applications.
Expand Representation: Expand representation beyond domestic animal adoption to reflect Lollypop Farm’s full range of animals, community-focused programs, events, and services
Design System Cohesion: Create a cohesive visual system that works consistently across digital, print, and physical applications.
The goal was to redesign the complete visual identity system for a real-world organization and create a cohesive, modern brand that reflects the organization’s mission and values across digital, print, and environmental applications; I chose Lollypop Farm, the Humane Society of Greater Rochester. While they’ve had a long-standing presence in the community, their branding felt outdated, overly focused on cats and dogs, and visually inconsistent. My goals were to:
Modernize: Modernize the visual identity to better represent the organization as a whole and speak more directly to their primary audiences, families with children, across digital, print, and physical applications.
Expand Representation: Expand representation beyond domestic animal adoption to reflect Lollypop Farm’s full range of animals, community-focused programs, events, and services
Design System Cohesion: Create a cohesive visual system that works consistently across digital, print, and physical applications.
Lollypop Farm’s existing visual identity seemed dated and inconsistent, with an adoption-focused approach that didn’t fully represent the organization’s broader mission or stand out from other shelters. My goals were to:
Modernize: Modernize the visual identity to better represent the organization as a whole and speak more directly to their primary audiences, families with children, across digital, print, and physical applications.
Expand Representation: Expand representation beyond domestic animal adoption to reflect Lollypop Farm’s full range of animals, community-focused programs, events, and services
Design System Cohesion: Create a cohesive visual system that works consistently across digital, print, and physical applications.
02
Design Strategy
02
02
Design Strategy
Design Strategy
I began with brand research and a site visit to understand their full scope (which includes education, outreach, and animal welfare beyond adoption). While there, I saw Girl Scout drawings and a child donating her birthday money: these moments highlighted Lollypop Farm’s deep community connection. From there, I focused my redesign on warmth, inclusivity, and flexibility, while being appealing to not only adults but children as well, using Illustrator, Photoshop, Procreate, Canva, and Figma to create the system and applications.
Visual Continuity: Developed a cohesive color palette and type system that balances playful warmth with modern clarity.
Modular Components: Created modular layouts and animal profile sheets that are easy to update and personalize.
Audience-Centered Design: Designed with families, visitors, and staff in mind to support clear communication and day-to-day use
I began with brand research and a site visit to understand their full scope (which includes education, outreach, and animal welfare beyond adoption). While there, I saw Girl Scout drawings and a child donating her birthday money: these moments highlighted Lollypop Farm’s deep community connection. From there, I focused my redesign on warmth, inclusivity, and flexibility, while being appealing to not only adults but children as well, using Illustrator, Photoshop, Procreate, Canva, and Figma to create the system and applications.
Visual Continuity: Developed a cohesive color palette and type system that balances playful warmth with modern clarity.
Modular Components: Created modular layouts and animal profile sheets that are easy to update and personalize.
Audience-Centered Design: Designed with families, visitors, and staff in mind to support clear communication and day-to-day use
03
Logo Development & Evolution
03
03
Logo Development & Evolution
Logo Development & Evolution
The arches in the main building's architecture served as inspiration while also symbolizing openness, shelter and a welcoming community.
a logo's final neutral animal symbol shows representation while nodding to the diversity of animals supported by Lollypop Farm.
Alternative format allows it to be used for all types of different applications, no matter the shape.
The arches in the main building's architecture served as inspiration while also symbolizing openness, shelter and a welcoming community.
a logo's final neutral animal symbol shows representation while nodding to the diversity of animals supported by Lollypop Farm.
Alternative format allows it to be used for all types of different applications, no matter the shape.
The arches in the main building's architecture served as inspiration while also symbolizing openness, shelter and a welcoming community.
The logo's final neutral animal symbol shows representation while nodding to the diversity of animals supported by Lollypop Farm.
Alternative format allows it to be used for all types of different applications, no matter the shape.
BRAINSTORM
I created a word list, mind map, and did intuitive sketching. I was inspired by the three categories of sign: icons, indexes, and symbols.
Moving forward, I brought the idea of incorporating an abstract animal in the mark and my list of key words.
BRAINSTORM
I created a word list, mind map, and did intuitive sketching. I was inspired by the three categories of sign: icons, indexes, and symbols.
Moving forward, I brought the idea of incorporating an abstract animal in the mark and my list of key words.
BRAINSTORM
I created a word list, mind map, and did intuitive sketching. I was inspired by the three categories of sign: icons, indexes, and symbols.
Moving forward, I brought the idea of incorporating an abstract animal in the mark and my list of key words.
IDEATE
I got inspiration from english rhetorics and figures of speech. Using key words, I made a table to organize and inspire new ideas.
Moving forward, the two animal faces framed by arches was brought forward to refine as the final mark.
IDEATE
I got inspiration from english rhetorics and figures of speech. Using key words, I made a table to organize and inspire new ideas.
Moving forward, the two animal faces framed by arches was brought forward to refine as the final mark.
IDEATE
I got inspiration from english rhetorics and figures of speech. Using key words, I made a table to organize and inspire new ideas.
Moving forward, the two animal faces framed by arches was brought forward to refine as the final mark.
ITERATE
I created a word list, mind map, and did intuitive sketching, inspired by categories
of sign: icons, indexes, and symbols.
Moving forward, I brought the idea of incorporating an abstract animal in the mark and a list of key words.
ITERATE
I created a word list, mind map, and did intuitive sketching, inspired by categories
of sign: icons, indexes, and symbols.
Moving forward, I brought the idea of incorporating an abstract animal in the mark and a list of key words.
ITERATE
I created a word list, mind map, and did intuitive sketching, inspired by categories
of sign: icons, indexes, and symbols.
Moving forward, I brought the idea of incorporating an abstract animal in the mark and a list of key words.
REFINE
I got inspiration from english rhetorics and figures of speech. Using key words, I made a table to organize and inspire new ideas.
Moving forward, the two animal faces framed by arches was brought forward to refine as the final mark.
REFINE
I got inspiration from english rhetorics and figures of speech. Using key words, I made a table to organize and inspire new ideas.
Moving forward, the two animal faces framed by arches was brought forward to refine as the final mark.
REFINE
I got inspiration from english rhetorics and figures of speech. Using key words, I made a table to organize and inspire new ideas.
Moving forward, the two animal faces framed by arches was brought forward to refine as the final mark.
04
Results & Impact
04
04
Results & Impact
Results & Impact
The final identity includes a modular logo combining an animal face with a barn roof, symbolizing safety, kindness, and diversity. Inspired by the arches of their main building, it reflects openness and trust. Deliverables include kennel cards with species-specific icons, business cards, a website concept, social media content, and signage. Every element is designed to scale, connect, and reflect Lollypop Farm’s “Kindness for All” initiative, offering a flexible and inclusive system that honors their mission.
Animal Info/Kennel Cards: An engaging, adaptable and scannable form for volunteers and visitors alike to learn about an animal's personality.
Social Media: Designed Instagram adoption posts to show how individual animals can be highlighted while keeping a cohesive, recognizable feed
System Consistency: Demonstrated how the identity scales across digital applications without losing clarity, personality, or legibility
Finalized a multi-format design system that adapts seamlessly across environmental signage, digital platforms, and print applications. All flat designs and more images can be seen in the Full Case Study!
Animal Info/Kennel Cards: An engaging, adaptable and scannable form for volunteers and visitors alike to learn about an animal's personality.
Social Media: Designed Instagram adoption posts to show how individual animals can be highlighted while keeping a cohesive, recognizable feed
System Consistency: Demonstrated how the identity scales across applications without losing clarity, personality, or legibility
Finalized a multi-format design system that adapts seamlessly across environmental signage, digital platforms, and print applications. All flat designs and more images can be seen in the Full Case Study!
Animal Info/Kennel Cards: An engaging, adaptable and scannable form for volunteers and visitors alike to learn about an animal's personality.
Social Media: Designed Instagram adoption posts to show how individual animals can be highlighted while keeping a cohesive, recognizable feed
System Consistency: Demonstrated how the identity scales across applications without losing clarity, personality, or legibility
