Mini Cat Town is a nonprofit that rescues neonatal kittens. I, along with another designer, developed a brand identity, interior/experiential design and user experience for their new adoption floor. In a 5 week period, we transformed what was once a Foot Locker retail space into a functioning facility for kitten care and adoption.
BEFORE
AFTER
Below are photos of the finished space as well as photos taken during the grand opening weekend of June 7th–9th, 2019. The opening was a great success, and since then Mini Cat Town has become a certified 501c(3) nonprofit organization, quadrupled the amount of kittens they are adopting out during the kitten season, and have recieved more donations through their facility visitors than ever before. The facility and its success has gained a lot of attention from other malls across the United States who are interested in Mini Cat Town expanding into their facilities and spreading the kitten care.
MARKETING & SOCIAL MEDIA APPEAL
In an age where documenting our experiences is just as critical as the experiences themselves, we wanted to keep this in mind when designing the space. Social media is a huge platform for marketing and promotion, and having an eyecatching experience was something important to consider during the design process. To the left are some examples of the social media presence created on instagram during our opening weekend, shown through stories and posts from instagram users.
PROCESS
If there is anything I can say I have truly gained from this fast-paced project and volunteer experience, its that my faith in humanity is lifted through seeing others work so hard on something without any payment or gain. In the short five week period that we spent concepting and creating this brand and facility, it would have been absolutely impossible to accomplish without the help of so many volunteers that gave a helping hand on the weekends and even after a long day at work. I met so many amazing people and learned that chasing projects that I am passionate about beats doing anything for the money. I now strive to chase work that is just as fulfilling.
