Live Free And Trap is now "Furbearer Conservation"!

Its been pretty clear lately that Live Free And Trap has outgrown its title in recent years. What once was a created as a podunk response to the growing local animal rights social media presence in New Hampshire (a play on the state's Live Free Or Die motto), it has now become a true grassroots movement spanning an entire continent. The question many months ago was, "how do I properly convey the motives of this brand, and achieve a more robust and all encompassing message through the brand"?