Where Fresh Starts Begin
Uffindell was commissioned to create the brand identity for New Leash on Life USA, a remarkable nonprofit that transforms lives—both human and canine—through second chances.
Founded in 2010, New Leash pairs at-risk dogs with justice-involved individuals in prison and community settings. This powerful, reciprocal relationship fosters rehabilitation, compassion, and hope on both sides.
Together they rescue each other
New Leash on Life USA works in close collaboration with local prisons and state correctional institutions and community stakeholders to implement our programs collaboratively, efficiently, and effectively.
The key to the model’s success is a commitment to each participant’s and dog’s success through customized, wraparound services. Furthermore, to ensure the creation an environment of understanding and respect, the staff and volunteers include people with lived experience.
