TALISMAN worked closely with the fast-growing animal non-profit in Harris County, Texas to develop a brand strategy, tone of voice and visual identity that presents Freedom Street as both an organization and a civic ideal. The team's manifesto of helping a shelter dog find a freedom ride, a foster family, and a forever home became the key focus for the organization's strategic rebranding across its multiple platforms.

Amidst the high-kill shelters ubiquitous in the American South, the approach to storytelling focused on unconditional love – striking a balance between second chances and first alerts for urgent need cases. The brand's lasting connection to both its past adopters, and its digital-volunteer Freedom Rider team, informed a visual depiction of a passionate community of individuals connecting future owners with Freedom Street's furry friends in need. Targeted tone of voice highlights themes of commitment, pride, and lasting connection to the brand, and joining a movement of volunteers devoted to giving FSR's rescues a 'new leash on life.'