HSUS: To the Rescue! New York

Client Challenge:

How Does a Nationally-Renowned Non-Profit Create Some Animal Excitement?

The Humane Society of the United States is a non-profit organization dedicated to ending animal cruelty and protecting animals with compassionate action.


Each year, Think Baseline creates a unique event brand for the HSUS’s largest fundraising gala, as well as a coordinated brand for the After Party event. The event branding materials need to have a broad and significant appeal to a wide audience—from donors and sponsors to gala attendees and celebrities—while also satisfying both the Philanthropy and Events departments of HSUS. These events raise millions of dollars every year for the rescue, medical care, and adoption placement of thousands of animals that are victims of cruelty, neglect or natural disasters.


Think Baseline knows the ins and outs of event branding, and worked closely with HSUS to ensure a brand design that would have mass appeal and high impact. We also took the entire printing and mailing process out of HSUS’s hands, giving them A-Z branding service that resulted in beautiful design, eye-catching branding and a very pleased audience.


Raised: $1.7 Million; In Attendance: 554; Celebrity Attendees: Joan Jett, Jon Bernthal, Theo Rossi, Angelica Huston, Debra Messing, Ali Wentworth


Event Brand Aesthetic Development

Save the Date Mailer

Sponsorship Acquisition package

Attendee Acquisition/Teaser package

Premier Invitation Package design (invitation, special insert, reply card, reply envelope, carrier envelope)

E-Invitation design

Branded Escort Card design

Branded Menu Card design

Branded Pledge Card & Envelope design

Event Program Booklet

Event Signage: way-finding signage, sponsor signage, auction signage

Social Media Branding

Branded Facebook Event Cover

Branded Register Online Event Page

Instagram Instream Graphics

Create separate/coordinating After-Party branded event materials


“Think Baseline understands the specific needs of our animal welfare nonprofit and is able to create cohesive, branded event materials that appeal to our audience and meet our photo and design policies. They work with us to come up with concepts and then create materials for all aspects of the events, from initial sponsor packets to invitations, from printed signage to web assets. We appreciate that they take the reins on printing and mailing, handling quality control and managing timelines with their vendor. Think Baseline has created stunning event materials that impress and inspire our gala attendees.”

— Humane Society of the United States, branding team

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