Friends of Miami Animals (FoMA)
We were approached by Friends of Miami Animals (FoMA), a leader in animal welfare issues, to develop the name, branding, and collateral for a private fund raising event in Miami hosted by FoMA leadership and Potamkin Philanthropies. The “Be a Friend” fundraiser was a resounding success and raised over $500,000 — the amount needed to operate FoMA’s new mobile veterinarian clinic for a full year.
Since 2016, Friends of Miami Animals has been a leader in animal welfare issues. They help build effective programs, establishing meaningful collaborations with the community to save and improve the lives of homeless pets in Miami-Dade County through education, advocacy, financial support and increased awareness.
Be a Friend Identity
brand positioning, strategy, naming, concept, design
As a fundraiser, the event name had to imply charitable intentions, be inviting, and sound like a name in sync with the hosting organization, the Friends of Miami Animals. The name, Be a Friend, came naturally and bears a very close relationship to the Friends of Miami Animals.
Utilizing the FoMA identity color palette, the Be a Friend identity employs a strong but friendly serif font — a departure but perfect companion font to the FoMA brand typography.
Editorial photography of two dogs and two cats were employed — one pet for each FoMA color — to represent the event and serve as imagery throughout all of the event materials.
The portraits of these four had to be specifically nondenominational breeds, friendly, but also with a somber feel — without being pathetic or hard to look at.
Be a Friend Invitation and Evite
concept, design, development, print management
The invitation series incorporated four back options using the four FoMA identity colors for the Be a Friend logo. A save the date and evite were created as well.
The aforementioned dog and cat photographs were assembled into a grid resembling the FoMA acronym grid mark.
Be A Friend Event Collateral
concept, design, print management
For the event, donation post cards and one-sheets were created to facilitate donation collection not only during the event, but also for guests to take home after the event or to share with others.
Similarly, a poster series was created to hang on the walls of the event venue to remind guests who FoMA is and what they do for the community.
Be A Friend Slideshow
concept, design, animation
FoMA provided personal images and preliminary content for a slideshow to play on several screens throughout the venue during the event. Working with FoMA and Potamkin Philanthropies leadership we shaped the content into a clear and concise problem/solution format.
Once again the FoMA identity color palette were incorporated to streamline the imagery and brand the slides.