In the junior year Brand Concept class, we chose one non-profit organization that we are interested in and rebranded their identity. I chose the animal rights organization called Friends of Animals, because they do the great work to help all kinds of animals, but there was space for rebranding. The design goal was to make it minimal, straightforward, long-lasting, impactful, and fun. I designed an original typeface, all alphabet letters start with different kinds of animals' initial. Since the brand activation idea was a popup store, there are a lot of products such as t-shirts, tote bags, and water bottles.