Humane World for Animals with Bethany Lesko

With a muddled awareness, misperceptions, and slowing donation
growth, the Humane Society of the United States knew that after
70+ years it was time for a change–and that started with the
name. But renaming takes courage. Bethany Lesko, Partner at
Lippincott, shares how she and her team approached preserving
existing equity while gaining new ground, ultimately to develop a
unified brand identity synonymous with positive, enduring change.


To see the change of brand for yourself, visit achangeofbrand.com
or follow us on Instagram @achangeofbrand.


Created by Matchstic (matchstic.com / @matchstic), hosted by
Tracy Clark, co-hosted by Blake Howard (@blakehoward), edited and
scored by ATAM Audio, produced by Brianna Belcher, and artwork by
Stephanie Kim and Michael Martino.