Animal Aid Unlimited is a rescue and rehabilitation organization in Udaipur, India, saving injured and ill street animals (dogs, cows, donkeys, goats, birds) through emergency rescue, medical care, and lifelong sanctuary. Most animal welfare campaigns lead with suffering. The Good Chaos took the opposite position , portraying rescue as joyful, bold, and full of personality. The strategic question was how to make people fall in love with an organization, not just feel bad for the animals.
Roles
Campaign Strategy, Brand Identity, Illustration, Motion Design
Tools
Adobe After Effects, Adobe Illustrator, Figma
The visual system drew from Udaipur's architecture, Indian textile patterns, and a maximal color palette reflecting the city's energy. The Mughal arch became the framing device , giving each animal dignity rather than pity.
Each poster introduces a rescued animal with a character title: Betty the Bodyguard, Sonny the Golden Tornado, Suki the Listener. Distinct color per animal, consistent system across the full set, designed natively for Instagram feed and Stories from the start.
The campaign builds emotional connection but stops short of a clear conversion moment. I'd add a donation-linked CTA that creates a direct path from meeting an animal to supporting their care.