Live Like Roo

Live Like Roo gives financial help and support to families whose pet faces a cancer diagnosis. Every dollar raised goes toward care.

The logo was a photograph of Roo's smiling face. It was full of heart, but it couldn't scale across print, merch and the web. Donating and applying for help both took too many steps online.

Research first: how donors give, how families apply, and where each one dropped off.

Then the system. A new lockup built from the foundation's own symbols, hearts and ice cream cones, that works at any size. A rebuilt website with a shorter path to donate and a clearer path to apply.

One identity across print, apparel and digital. A site that moves donors and families to the right place in fewer clicks, so more money reaches clinical care faster.

This one is personal. Live Like Roo helped our French Bulldog, Brooklyn, through lymphoma and gave us more than 500 extra days with him. If you're looking for a foundation to support, this is a good one.