União Zoófila.
Brand Identity
Brand Strategy
Concept Design
Motion Design
Type Design
In just 48 hours, we redefined their story with a single, urgent message: “All we ask is for you to stay.” Anchored in the word “Fica” (“Stay”), the campaign reframed adoption as a lifelong promise of care, calling the community to stand with those who should never have been left behind.
At the heart of the identity is “Rafeira,” an experimental custom typeface inspired by Lisbon’s neighborhoods, raw, irregular, and deeply human. It echoes both the resilience of stray animals and the cultural fabric of the city. Surrounding this, a bold, agile visual system with provocative typography, adaptable layouts, and motion-driven storytelling brought the campaign to life across print, outdoor, and digital platforms.
While this project originated as a Young Lions Portugal 2025 finalist entry, we took the initiative to proactively pitch the idea to União Zoófila. The strength of the proposal allowed the project to move beyond its initial speculative phase, evolving into a real collaboration with the organization.
The Promise to Stay (FICA)
The challenge was to translate compassion into a visual and strategic language that celebrated belonging rather than rescue. We decide to frame the act of adoption as the creation of a community, where every pet finds more than a home, but a place to stay
The rebrand shifts the narrative from abandonment to connection.
"Eles não pedem muito. Apenas que fiques.
Eles não pedem muito. Apenas que apoies.
Eles não pedem muito. Apenas que adotes.
Eles não pedem muito. Apenas que cuides."
Everyone talks about love for animals, but few understand what it truly means. For them, love is simple: it means staying. This brief shifts the focus to permanence, commitment, and home, to the loyalty animals show us, and to our responsibility to return that love through our presence.
Rooted in the cartography of Lisbon’s neighborhoods, we found unity for the new União Zoófila identity, transforming the shapes of their communities into the foundation of its visual system. A visual language born from community.
From these shapes we created Rafeira, a custom experimental display that embodies the imperfect beauty of rescued animals and invites emotional engagement through visual tension.
The refreshed color system introduces neon blue for adoption, yellow chartreuse for support, and brown for institutional communications, a triadic palette that ensures clarity, cohesion, and purpose across every touchpoint.
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Isa Marita Romão & Francisco Modesto, Designers
The patches appear across every touchpoint of the branding and campaign. They are visual scars that challenge the excuses so often used to justify abandonment. Each one invites reflection, turning design into a mirror for human behavior.
They stand as symbols of contradiction, marks of pride and guilt, of an achievement surpassed, stitched together to provoke introspection.
While this project originated as a Young Lions Portugal 2025 finalist entry, we took the initiative to proactively pitch the idea to União Zoófila. The strength of the proposal allowed the project to move beyond its initial speculative phase, evolving into a real collaboration with the organization.
We launched a fully digital identity that attracted more than 40,400 organic cross-platform views, with 92.5% of discovery traffic coming from non-followers. This showed that the system was not merely speaking to an existing audience, but reaching beyond it. In professional networks, the project achieved a 35.4% engagement rate, with 50% of that reach captured by C-suite executives, directors, and agency leaders.
Most importantly, the identity gave União Zoófila a visual language equal to its mission: one that feels humane, culturally grounded, and durable. It transformed a socially important cause into a brand system with clarity, gravity, and lasting public resonance.
If this project moved you, visit their website and explore ways to help. Because they didn't ask for much. Only for you to stay.
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