Raining Cats and Dogs

Raining Cats and Dogs is an animal shelter that uses positive visual language to encourage adoption. The Raining Cats and Dogs app is the focus of the brand, showing off many exclusive features such as a Pet Matcher Quiz.

Many animal shelters and charities, including the ASPCA, follow a pessimistic theme that attacks viewers ethos to guilt them into adopting a pet or supporting their cause. Raining Cats and Dogs spins this “sadness driven” narrative on its head, and instead highlights the benefits of adoption; including the joy people feel after adopting a pet and giving it a loving forever home.

Raining Cats and Dogs re-establishes the visual language associated with animal shelters and adoption, bringing a new, positive, emotional connection to animals looking for a family.