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The Humane Society of the United States is going global. The nonprofit animal advocacy organization has officially rebranded as the Humane World for Animals to better communicate its existing, broader work. Beyond the local shelters it’s perhaps best known for, the group works on behalf of animals to combat wildlife trafficking, factory farms, and animal testing, among other causes, globally. The new name and look, which its sister organization Humane Society International also adopted, is an attempt to reflect that. Building a brand to communicate international advocacy The rebrand also follows existing international coordination among its former country- and region-based entities. As the Humane Society grew beyond the U.S., these entities were already working closely together, sharing resources, and collaborating on strategy, according to the organization. The switch to a single global brand better reflects how it operates today and “better encompasses our mission and global presence,” Humane World for Animals chief development and marketing officer Alison Corcoran tells Fast Company. “The name immediately conveys our organizations global impact and focus on animals, and it states what we strive to achievea more humane world,” Corcoran says. “It is both a name and a vision. With this evolved brand, were expressing who we are more clearly, compellingly and comprehensively.” Signifying the interconnected relationships of a more humane world From top: The new logo vs. the old [Image: courtesy Humane World for Animals] The group’s previous logo, which it’s had since 2006, used silhouettes of animals to create a map of the continental U.S. The new logo simplifies that concept. The silhouettes of just five, easily identifiable animals are arranged into a globe to communicate the organization’s worldwide mission. Its name is spelled out in big, easy-to-read sans-serif type. “Working with the Humane World for Animals, we always knew the new logo needed to celebrate the brands advocacy for animals across the sky, land and sea,” says Brendán Murphy, global creative director at Lippincott, the agency that worked on developing group’s new name, logo, and brand positioning. “To evoke this message, we evolved the original mark, taking a core set of animals from the original logo and redrawing them to create an emotional connection and drive impact.” The use of interlocking animals in motion, he says, “speak to the dynamic animal ecosystem and our interconnected relationships across the animal kingdom.” Developing a multimodal pattern Lippincott worked alongside the entertainment marketing agency FlyteVu and the production company Nexus Studios for the rebrand rollout, which included billboards in Australia, Canada, India, the U.K., and U.S., television and audio ads, a social media campaign. Sia performs on Jimmy Kimmel Live! [Photo: courtesy Humane World for Animals] The animal silhouette concept has applications outside the logo as well. A repeat pattern of the animal silhouettes, designed by FlyteVu, appeared as the background of an outdoor ad that a tiger’s paw appeared to rip away to reveal messages. Sia wore a dress with the pattern for an appearance on Jimmy Kimmel Live! earlier this month, where she performed a cover of Peter Gabriel’s “Solsbury Hill,” which soundtracks a new public service announcement for the Humane World for Animals. The new streamlined branding and name for Humane World for Animals keeps the ever-important emotional resonance of the previous visual identity intact, but recontextualizes it to communicate a mission that’s more than just animal shelters, and bigger than just one country.
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E-Commerce
While Donald Trump and Vladimir Putin decide the future of Ukraine in Saudi Arabia, the war keeps raging on in Europe. Kiev doesnt give up and continues to unleash a seemingly endless swarms of drones against Moscows assets, from heavy bombers to light first-person view (FPV) drones, explosive-loaded kamikaze flying vehicles controlled with gamepads and AR goggles designed to eliminate armored vehicles, trucks, and infantry units. The drones have had a devastating impact on the much larger Russian forces, so effective that Ukraines Unmanned Systems Forcesthe first of its kind in the worldhas inaugurated a new era of warfare and jump-started a novel arms race. On the ground, the relentless barrage of ultrafast FPVs has forced Russian forces in the Bakhmut sectorin Eastern Ukraineto resort to a low-tech, desperate measure: a mile-long tunnel constructed of netting designed to intercept the tiny, explosive wasps. In theory, this constructionwhich stretches along a critical supply route between Bakhmut and the city of Chasiv Yarstops the FPVs before they reach their targets, too far from the troops on the ground to do any damage. The Russians claim it works, though requires constant maintenance because the FPVs keep piercing the improvised structure. According to Ukrainian drone operators, however, it is not as effective as the Russians had hoped. Old trick, new enemies Similar low-tech solutions have been employed throughout history, often arising from a need to counter a technologically superior or novel threat with readily available materials. During World War II, for example, barrage balloons were deployed extensively by the British and also the United States, with the 320th Barrage Balloon Battalion deploying them after the Normandy landings to protect the Allies beachheads. These large, tethered balloons were intended to deter enemy aircraft from dive-bombing and strafing ground positions and cities, forcing airplanes to fly higher to avoid colliding with the tethering cables, thus making bombing less accurate. Barrage balloons protect ships unloading cargo at Omaha Beach in Normandy, France, in June 1944. [Photo: United States Coast Guard] Instead of dive bombers, the Ukrainians are using FPV drones. Instead of balloons and cables, Russians are using nets. Ukrainian drones so effective that the Russians now refer to open roads in battle areas as roads of death. X and Telegram are full of videos that highlight this big problem for Moscows forces, showing long stretches of roads littered with the charred remains of countless vehicles destroyed by FPV drones. Anton Gerashchenkoformer adviser to the Minister of Internal Affairs of Ukrainecounts here a whopping 90 destroyed Russian vehicles: a mix of trucks, vans, and what appears to be a tank, all piled up along a short stretch of road in the Donetsk region. Another video posted by war analyst Special Kherson Cat depicts a seemingly endless column of destroyed Russian supply vehicles on the Pokrovsk front. Developing countermeasures for drones Before these nets, the Russian military experimented with various countermeasures against drone attacks. Initially, they attempted to use electronic warfare systems to jam drone signals. However, the rapid evolution of drone technology, including the use of varied frequencies to control them, fiber optic cables, and artificial intelligence to avoid remote control, has rendered these jamming efforts largely ineffective. And while tank crews have been building improvised anti-drone armors around themmaking them look like grotesque steampunkish turtlessoldiers dont have that luxury. So they had to improvise and build the netted tunnel. [Photo: Ukraine Ministry of Defense/Wiki Commons] The news about the tunnel was picked up from Russian TV for Western media by WarTranslated, a Estonian military analyst who has been reporting on news on the war. The video shows the skeletal framework of this unusual defense. Russian soldiers in the video explain that the netting is intended to protect vehicles and personnel from drone attacks on this exposed stretch of road. Our group maintains more than two kilometers of anti-drone nets. We constantly improve the technology, one of the soldiers who is working on these contraptions says in the video. The nets are placed in the most exposed sections of the road to ensure the safe movement of our equipment. We strive to continuously expand the coverage area, enhancing the installation technology to set them up more quickly. The installation technology looks like nothing more than patches of plastic netting of different sizes and colors, which are hung using existing and improvised posts along the road. Parts of the road have nets covering both the sides and the top. Sometimes they don’t build the “roof” and instead install banners of the material connecting posts across the road. The Russians believe that these banners will acts as obstacles, makin it difficult for Ukrainian drone operators to maneuver into the road, and hopefully stopping the FPVs from diving in for a bombing run. https://twitter.com/wartranslated/status/1888536416008729027 The Ukrainians are not impressed The Ukrainian pilots disagree. While netting can indeed capture drones, preventing them from detonating on impact, they remain unimpressed. They point out that fragmentation munitions, effectively flying claymore mines, can be detonated remotely, showering shrapnel through the netting. Even more concerning for the Russians is that the netting itself can become a trap. Ukrainian forces are exploring the use of incendiary dragon drones known as Dracarys, maneuvering inside the tunnels to spray thermite (a mixture of metal powder and metal oxide that burns at 4,000 degrees Fahrenheit). This substance produces intense heat on contact thanks to a chemical reaction where the metal powder steals oxygen from the metal oxide, releasing a tremendous amount of energy in the process. It can burn through any armor and, according to the Pentagon, kill anyone in under 10 seconds. Another possibility is that they will use anti-tank mines to destroy sections of the netting, creating openings for other FPVs to exploit. Once inside the tunnel, the Russian vehicles and personnel cant disperse easily, becoming an easier target for the FPVs. So despite these nets, Russians could easily find themselves back at square one. But in any case, the construction of these tunnels is a testament to the effectiveness of Ukrainian drone attacks and the desperation of the Russian military to protect its supply lines. They highlight the ongoing cat-and-mouse game of military innovation in Ukraine, with each side constantly developing new tactics and countermeasures. The roads of death are likely to remain a feature of this conflict until Trump and Putin strike a deal reported to erase Ukraine’s effort and sacrifice for their benefit.
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E-Commerce
A new startup is leaning on the power of recommendations to spread the word about indie films. Olyn offers a direct-to-consumer platform for film and video distribution, enabling filmmakers to retain up to 90% of their revenue. Billed as Shopify for filmmakers, Olyn removes the platform as a middleman, eliminating ads and algorithm-driven recommendations. This allows movies to shine based on their own merits and be monetized directly through viewership. Ana Maria Jipa, cofounder and CEO of Olyn, told TechCrunch that the filmmakers are responsible for the movies promotion, while Olyn handles the rest. We provide all the tech that implies: from DRM, 4K streaming, casting, a full landing page that presents the film in the same way that it might appear on Netflix or Apple TV, plus all the other tools such as geo-targeting, analytics, and audience data, she said. They promote their movie with PR, journalists, bloggers, film critics, etc. The idea is that while filmmakers may not have access to the big marketing budgets of streaming giants, a recommendation from someone a user knows and trusts carries far more weight than a suggestion by a platform algorithm. On Olyn, filmmakers can rely on influencers, film critics, and content creators as distribution partners with purchase links appearing across their content, blogs, and social media. Olyn also provides filmmakers with detailed analytics on viewership, including the locations where their movie is performing well, total minutes watched, and a database of users who have viewed the film. This allows filmmakers to better understand their audience and use that information to inform and improve future projects. Jipa says Olyns global reach can also help battle piracysomething thats been an issue for film studios since the advent of the internet. If someone can pay for a movie and watch it instantly without the hassle of trawling the internet just to settle for a sketchy stream littered with ads, theyre much more likely to do so. And if you’re after a recommendation, the recent Brian Epstein biopic Midas Man, a film about the manager of the Beatles, just dropped on the platform.
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