Safe Animal Squad

SAFE, New Zealand’s leading animal rights organisation, created Animal Squad as an inspiring initiative for young Kiwis aged 8–14 who are passionate about protecting animals and ending exploitation. We collaborated closely with the SAFE Animal Squad team to develop their full creative identity. This included designing a fresh, playful brand look, crafting a series of bespoke illustrations featuring relatable animal characters and activist themes, and producing engaging newsletters, promotional posters, and fun colouring-in activities. Every element was thoughtfully shaped to capture the energy, compassion, and determination of young advocates, using bright and approachable visuals that encourage creativity, participation, and real-world action. The result is a vibrant system that helps build a strong sense of community, spreads powerful messages of kindness, and empowers the next generation of animal rights supporters.