A passion for putting pets first — and for staying ahead of the curve — fuels the ASPCA’s innovative strategies, and kept it energized when Katrina-relief efforts, a rebranding campaign and the overhaul of its development department all converged.

By Margaret Battistelli Gardner

“I was like, ‘Saatchi & Saatchi … and free? I can do this. I can do this,’” says Sullivan, who also has a background in advertising on the consumer side.

The new logo is mainly gray, with the “P” in ASPCA called out in orange, emphasizing the organization’s main mission points of animal protection through the prevention of a roster of unfortunate circumstances.