Work that works
Building a brand for Liberty Foundation Australia
Visual identity
Brand strategy — Concept — Development
Brand video & imagery
Photography — Video production — Motion design
Social media brand assets
Strategy — Design — Animation — Video production
The challenge
Liberty Foundation is the only organisation in Australia solely dedicated to rehoming small animals from research. After securing government funding to launch a dedicated adoption centre on the NSW Central Coast, the organisation engaged Heads & Tales to help refresh its brand, raise awareness of its cause and connect more people to the vision behind it.
The challenge wasn’t simply visibility. In a crowded rescue and adoption landscape, Liberty Foundation needed to communicate a highly sensitive and emotionally complex story in a way that built trust rather than division. While many Australians are unaware animals from research can be rehomed, those who do know often carried concerns about the wellbeing of the animals themselves. At the same time, the organisation needed to navigate the sensitivities of working alongside research institutions, balancing compassion and emotional storytelling with credibility.
Our approach
We began by redefining the strategic foundations of the brand.
Through audience and category analysis, we identified trust and emotional connection as the key drivers of awareness and action. Rather than focusing solely on the functional role Liberty Foundation played, we repositioned the organisation around a more human and emotionally resonant idea: their path home.
This thinking informed a refreshed brand framework, manifesto and visual identity, alongside a reskin of the organisation’s website designed to bring greater warmth and consistency to the experience. From there, we expanded into campaign and creative development – exploring ways to tell the story of research animal rehoming in a way that felt distinctive within a crowded rescue landscape. We evolved our initial concept of an illustrated children’s book into an animated series for social and digital, using storytelling to bring audiences closer to the emotional reality behind the cause.
The final rollout included a suite of animated and live-action video assets supporting the launch of the adoption centre, volunteer program and broader brand awareness activity. Throughout the project, the underlying strategic platform ‘their path home’ remained consistent, allowing the work to evolve while staying anchored in a clear emotional narrative.
Services
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Brand strategy
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Visual identity refresh
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Website reskin
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Campaign strategy and creative development
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Video and animation production
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Social content
The impact
227%
149%
870%
The impact
227%
increase in average views per video.
149%
increase in watch time per video.
870%
increase in subscriber conversion per video.
The introduction of YouTube Shorts also created a new layer of audience engagement, with retention averaging 85% and multiple videos exceeding 75% average watch-through, well above channel benchmarks.
The introduction of YouTube Shorts also created a new layer of audience engagement, with retention averaging 85% and multiple videos exceeding 75% average watch-through, well above channel benchmarks.
increase in average views per video.
increase in watch time per video.
increase in subscriber conversion per video.
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