National Anti-Vivisection Society (NAVS)

Now 95+ years, the National Anti-Vivisection Society (NAVS) is one of the oldest animal welfare organizations on the planet. Their mission is centered on ending the use of animals in research and education in favor of more advanced scientific and humane methods.

Their team was looking to modernize the NAVS website, through an overarching brand refresh that stayed true to its roots. It needed to be a refresh that appealed to audiences of all ages, as well as a site structure and content strategy that balanced the scientific and emotional appeals against vivisection. We worked on refreshing the brand identity within set constraints, creating guidelines around items like photography that balanced both the realistic nature of vivisection with the hope of a brighter future. The architecture was adjusted to ensure pathways and pages were intuitive from awareness all the way to the point of action.