Nonprofit rebrands to reflect its full scope of work

Nonprofit

Aug 8

With a renewed commitment to inclusion, innovation, and impact, Paws With A Cause (PAWS) has officially launched a new brand and mission. Designed to reflect the full scope of the organization’s work, this milestone reflects the growing reach of the national nonprofit, which has been transforming lives through custom-trained working dogs for more than 45 years.

The rebrand marks the first major visual and messaging update in over 20 years and includes a new logo, refreshed website, and modernized communications that highlight expanded programs and evolving impact. Most significantly, PAWS has adopted a new mission statement: To transform lives and strengthen communities through partnerships with custom-trained working dogs.

This updated mission encompasses PAWS’ full range of programs, including service dogs for people with physical disabilities, hearing dogs, seizure response dogs, service dogs for children with autism, and medical alert dogs (beginning in January 2026), as well as facility dogs and the Visiting PAWS Program offered through the organization’s Animal Assisted Services department.

Accessibility and inclusion were core principles throughout the rebrand process. From ADA-compliant website enhancements to high-contrast visuals and easy-to-read typography, PAWS prioritized designing a brand that communicates clearly with the broad and diverse communities it serves.

“PAWS has always adapted to meet the needs of the people we serve, and our brand should reflect that,” said Michele Suchovsky, Chief Executive Officer, PAWS. “This new identity honors our roots while embracing the full power of the human-canine partnerships we build every day.”

The new look aligns with PAWS’ investment in its future, following the completion of a multi-year capital campaign, Embrace the Journey, and the renovation of its Wayland, Michigan, headquarters. Renovated with universal design principles to support inclusive, accessible spaces for clients and modernized training areas for dogs, construction is expected to be complete in October 2025, with public tours and open houses beginning in early November.

With a new mission, resources, and growing programs, now is the perfect time to get involved. PAWS is calling on the community to be part of this exciting next chapter. Whether you’re interested in volunteering, attending an event, or hosting a fundraiser, your support helps transform lives. To learn more, visit www.pawswithacause.org.

West Michigan Newspop Digital Partners