Founded in 1974 by Barbara Hotchkiss Posener, Sony Schotland, and Dorothy Wahl, ARF Hamptons emerged from a compassionate response to the plight of stray animals abandoned each summer on Long Island’s East End. These visionary women dedicated themselves to advocating for these animals, laying the foundation for what would become a beacon of hope in animal welfare.

As ARF approached its golden anniversary, the organization recognized the need to refresh its brand—honoring its rich history while positioning itself for future success. This decision was informed by research indicating that organizations with strong brands outperform others by up to 20% (McKinsey & Company). Furthermore, the 2022 Volunteer Management Progress Report suggested that organizations with high brand recognition attract up to 50% more volunteers than those with low brand awareness.

The impetus for updating ARF’s brand stemmed from the need to modernize its visual identity, particularly for digital platforms, while rekindling the emotional connection with long-time supporters.

Decker Design approached the brand refresh with a deep understanding of ARF’s mission: “ARF Hamptons is dedicated to rescuing cats and dogs, providing quality care, and offering sanctuary until loving homes can be found.” They reintroduced and refined the iconic dog and cat illustrations, making subtle adjustments to align with contemporary design standards and the organization’s key values of stewardship, impact, and legacy.

The updated brand system drew inspiration from the East End’s natural beauty, incorporating a color palette that evoked the serene yet vibrant local landscape. This approach aimed to reinforce the impact message:

Authenticity and warmth were further enhanced by featuring dog portraits captured by Sag Harbor photographer Francine Fleischer, aligning with the desired tone of quality and sophistication.

The refreshed brand has been enthusiastically received by the ARF community, successfully bridging tradition and modernity. Initial feedback indicates a positive impact on donations and volunteer engagement. This aligns with findings from the Cone Communications Social Impact Study, which found that 91% of global consumers are likely to switch brands to one associated with a good cause, given comparable price and quality.

Moreover, the brand refresh strategy leveraged the Endowment Effect, fostering a stronger connection between ARF and its supporters.

 

The strategic brand refresh resonated strongly with ARF’s community, driving significant growth across all fundraising channels:

ARFMart sales skyrocketed with a 255% year-over-year increase, from $3,482 (May-September 2023) to $12,349 (May-September 2024).
The End of Year Appeal saw a 12% increase, raising $563,143 in 2023 compared to $502,158 in 2022.
The Bow Wow Meow Ball experienced a 22.5% year-over-year increase, raising $1,356,424 in 2024 compared to $1,149,010 in 2023. An additional $125,000 capital pledge was secured due to new program book naming opportunities.
The annual Dog Walk fundraiser grew by 23%, from $163,654 in 2022 to $202,609 in 2023.
These impressive results demonstrate the power of strategic branding in driving engagement and financial support. The rebrand not only honored ARF’s legacy but also positioned the organization for sustained growth and impact in animal welfare.

As ARF continues to measure the impact of its brand refresh, it anticipates seeing improvements in donor retention, volunteer recruitment, and overall community engagement—all crucial factors in furthering its mission of rescuing and rehoming animals in need.