‘Make Food Kinder’ is a digital campaign created by Blue State Digital for animal rights charity Four Paws. It aims to empower consumers with information about what their local authority is doing to establish or improve animal welfare practices. People visiting the website are encouraged to sign a petition stating they want their local authority to impose policies to prevent unacceptable farming practices. I worked as the visual identity lead across the campaign’s look and feel, branding and UI design. The creative team focused on making the campaign accessible to a wide audience, avoiding a traditional scare campaign, and instead adopting a more appealing positive approach.