Case Study: Atlanta Humane Society builds a clearer house of brands with Matchstic

Atlanta Humane Society builds a house of brands with Matchstic

The Atlanta Humane Society, a legacy non-profit, faced the challenge of a brand that no longer reflected its expanded scope and services, creating a potential barrier to fundraising and clear storytelling. As long-term partners, the branding agency Matchstic was asked to conduct a fresh audit to determine the best brand architecture moving forward, encompassing services like brand strategy and visual identity.

Matchstic implemented a new house-of-brands architecture, creating distinct sub-brands including Operation Humane for crisis response and Remedy for veterinary services. This solution allowed each brand to maximize its impact and fundraising through focused storytelling. The visual identity for Operation Humane, for instance, balanced compassion with strength, using a shield motif and accessible materials to communicate its boots-on-the-ground approach. Ultimately, Matchstic provided the Atlanta Humane Society with a new foundation for growth, enabling it to serve more animals and provide more care across Georgia with renewed focus and clarity.

Atlanta Humane Society