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

“It might take a while to catch on, and we realize that, and we’re putting it on everything we can,” she adds.

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Sullivan admits that not a whole lot of testing went into the rebranding. That probably will come later in the year, once the dust settles on the development department restructuring, the effort to produce an organization-wide style guide to regulate the use of the ASPCA brand and, oh, about a hundred other pots that have been set to simmer on her stove.