Volunteer · Campaign & Print · 2025
MACC Pack
A volunteer awareness campaign for Minneapolis Animal Care and Control — designed and ready the moment MACC Pack can run it.
MACC Pack is the nonprofit partner of Minneapolis Animal Care and Control, funding medical care, supplies, and programs for the animals in the shelter's care. I reached out and volunteered my design skills to create a billboard campaign and a poster series that raise awareness for adoption and for the work MACC Pack does. The designs are complete and ready to run — billboard placement is on hold while the nonprofit secures funding. It was a genuinely fun project — animals are my favorite thing to design for.
- Client
- MACC Pack — nonprofit partner of Minneapolis Animal Care & Control
- My role
- Concept, campaign design, billboard & poster art direction
- Key expertise
- Billboard concepts · Multiple billboard formats · Poster series · Photo art direction · Type & color system · QR donation call-to-action
MACC Pack is the nonprofit partner of Minneapolis Animal Care and Control, funding medical care, supplies, and programs for animals waiting for homes. I reached out and volunteered my design skills to help more people discover the shelter and its adoptable animals.
Why I raised my hand
Animals are my favorite thing to design for
MACC Pack didn't come to me — I went to them. I volunteered my design skills because I wanted them to go somewhere they'd genuinely matter, and the nonprofit behind Minneapolis Animal Care and Control felt like exactly the right place. Every adoption the shelter enables is a life changed twice over, and I've always believed design can help make that happen.
The challenge
A great shelter not enough people know about
Minneapolis Animal Care and Control does incredible work, but plenty of people still don't realize the shelter exists — or that it's full of adoptable animals waiting for homes. Add the reality that a billboard gets about three seconds of attention from a moving car, and the brief wrote itself: an awareness campaign that introduces the shelter at highway speed, still holds up as an 11x17 poster on a coffee-shop wall, and makes people feel something instead of looking away.
The idea
Let the animals make the introduction
I led with the animals themselves — real residents of MACC, photographed at eye level and cropped big enough to make eye contact from the road. No guilt, no clutter; just one warm line, 'Meet your new best friend!', with maccpack.org as the only supporting copy. When the animals do the introducing, the message doesn't have to work hard — the eye contact does it all.
Billboards
Clarity at the scale of a moving car
The billboard system keeps one hierarchy across every format: an unignorable animal, a single friendly invitation, and nothing else to slow the read down. Alternate sizes preserve that composition rather than squeezing it into each space — so whether it's a highway board or a strip placement, the eye contact comes first.
Posters
From awareness to action
Posters give people more time, so the series shifts the job from adoption to support. The same photography voice and type system, now on a bold field with the 'Your Support Saves Lives' headline and a QR code — so someone can join the pack on the spot. One visual voice from the roadside to the community wall.
Where it stands
Ready when they are
MACC Pack has a complete, ready-to-run awareness kit — billboard formats and a poster family, all pointing to maccpack.org and the shelter's adoptable animals. Billboard placement is on hold while the nonprofit secures funding, so for now the campaign lives here: fully designed and waiting. That's part of what volunteering means — handing over finished work and being ready to pick it right back up when they give the word.
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