How do you reinvigorate a 143-year-old brand?

Michigan Humane Society was founded in 1877 but 2020 brought an opportunity to reinvigorate the mission and service levels to a more human-centric approach to animal welfare. Not just focusing on the animals in the shelter but looking at the health and wellbeing of pets and their people throughout the community has been Michigan Humane's focus these past three years. Now they have a brand to match their work with and renewed energy. CEO Matt Pepper and Communications VP Tom Varitek tells us how they did it.