Monadnock Humane Society, based in New Hampshire, is dedicated to promoting and providing for the well-being of animals. We redesigned a completely new brand and web presence to establish Monadnock Humane Society as the local animal welfare resource.

→ Create an intuitive browsing experience.
The previous site navigation was extremely disorganized and confusing. We completely restructured it to cater to the browsing needs of a variety of target users: prospective adopters, individuals seeking animal support services, and those interested in donating or volunteering. Now there are simplified main buckets of information that instantly communicate hierarchy.

→ Highlight offerings that extend beyond adoption.
We wanted to make sure users understood the breadth of offerings Monadnock Human Society provides beyond adoption—dog daycare and boarding, spay/neutering, grooming, microchipping, vaccinations, fostering, and more. We solved this by featuring a “Services” dropdown prominently in the main navigation that houses an organized architecture of pathways. We also added a section to feature popular services on the homepage with visuals to increase attention.

→ Increase donations.
We used “donate” as the main call to action, placing it under the homepage hero, within the main navigation, and in strategic locations throughout the site. We also totally overhauled the current donation page, seamlessly integrating a third party form above the fold. Ways to give are also supported with custom, eye-catching iconography.

→ Establish the brand as the local authority for all aspects of animal wellness.
The previous site lacked content, displaying a lot of image links with little context. We created more opportunities to feature messaging around leadership, services, and resources. We also reworked the Calendar and Blog to be visually striking, exciting users and increasing engagement.

The overhaul of Monadnock Humane Society’s brand and website resulted in a 116% increase in site traffic.