The Animal Care Center of NYC needed a brand identity that would resonate with New Yorkers. So Boroughbred was born, a 360 campaign that introduces humans of NY to breeds of NY.
The creative direction positions the brand as a thoughtful force for good with the photography and copy crafting stories about truly unique animals.
We redesigned their website to mimic e-commerce with a streamlined UI, making the search for your new best friend seamless.
Within the first week of launching, all of the at-risk animals were adopted, breaking the shelter’s history of adoption rate.