NKLA

When NKLA launched in 2012, only 56% of dogs and cats entering L.A. city shelters made it out alive. More than 17,000 healthy animals were being killed, while hundreds of animal welfare organizations across the city were working independently to save them. The problem wasn’t a lack of effort. It was a lack of coordination. Rather than create another traditional animal welfare campaign focused on sad stories, we created the NKLA Coalition to unite rescues, shelters and advocates around one clear goal: make Los Angeles a no-kill city. NKLA became a shared identity and rallying cry, turning individual efforts into a citywide movement. Alongside the campaign, we helped design NKLA adoption centers that fundamentally transformed the adoption experience and changed how L.A. saves and adopts pets. By 2020, the city had achieved a sustained save rate of 90.49%, officially reaching no-kill status.

NKLA poster design featured in Communication Arts

NKLA “Neuter Cruiser” was created to offer free mobile spay and neuter services to underserved communities.

We blanketed L.A. with an outdoor campaign featured stark black-and-white portraits of shelter animals looking directly into the camera, branded simply NKLA. We deliberately didn’t explain the acronym, trusting that the images and name would create enough curiosity for people to seek it out.

We transformed the adoption experience from the inside out, removing barriers and creating clean, welcoming spaces that made finding and adopting a pet easier and more enjoyable.

We tapped celebrities like Kristin Bauer van Straten from HBO's True Blood to tell their personal adoption stories. Hers was about her Best Friend, Asher.

We also partnered with celebrities like Kevin Nealon to bring humor to the cause, helping spread the NKLA message in a way that was entertaining, engaging and far from traditional animal welfare advertising.