Jessica Tate
art director, ux/ui designer, educator, and speaker

Humane Society Of The United States


The Humane Society Of The United States fights for safety, compassion, and protection of all animals.


About The Project

After ten years, the Humane Society of the United States needed to refresh their digital presence, but without losing the brand equity they’d built over decades of fighting for animal welfare. Their existing site was complex, content heavy, and confusing for users. Additionally, parts of their site weren’t mobile-friendly, resulting in lost donations. Their new site needed to be responsive, visually engaging, and focused on their core mission: to fight the big fights for a more humane society.


BRand + Digital Collaboration

Strong partnership with the Humane Society’s internal creative team and their external branding partners was key to success. To ensure alignment, I worked closely with their creative team, developing a digital design in tandem with their brand refresh. The resulting design system both elevated their brand and empowered the Humane Society team to apply their new look to other web properties.

To give the organization’s big fights equal weight, instead of stacking them hierarchically on a page, I created a hero that features them equally.

Clarity + Focus

In approaching digital design, I anchored my work in the brand’s shift towards a focus on the core mission. I created a story-driven design for the new site, using large photography for impact and a simplified navigation for clarity.

Testing had suggested that red buttons performed best, so I used a bright red for donation buttons only, to keep the focus on fundraising.

User experience

The website is a critical fundraising tool, so it was important to emphasize calls for donations. The new user experience was designed for mobile from the beginning, to engage and motivate users on all devices. I created pages that prominently featured one call to action, directly after an emotional appeal, so users had a clear path towards donation.



Art Direction
User Experience
Stakeholder Presentations


The Humane Society Of The United States is a ThinkShout client.