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DOGSWORLD

THE CHALLENGE

Dogsworld was a passion project conceived by Justin Phillips, an esteemed attorney from New York with a love for dogs.  In his time in New York, he created and ran a successful dog walking business in New York.  He detected a need within the dog daycare and boarding industry which motivated him to redefine the dog daycare and boarding experience. Unique challenges included creating a memorable brand that encouraged dog owners word-of-mouth referrals, communicating the uniqueness of the dog hotel while avoiding pet industry clichés, and understanding the psychology of the target demographic.

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OUR APPROACH

We created a spirited, fresh, and loveable brand identity that connects with a consumer. We were careful to avoid pet industry cliches and decided to focus on the value of the dogs experience, and the sincerity of the care provided by the staff. One of the unique offerings of Dogsworld is a big lake for the dogs to swim giving them a more enjoyable experience during their stay. The new brand identity captures that spirit and love for the four-legged patrons.

” WE CREATED A SPIRITED, FRESH, AND LOVEABLE BRAND IDENTITY THAT CONNECTS WITH A CONSUMER. “

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BRANDING

Majority of the time was spent getting into the world of the four-legged patrons with observing the habits and interests of their owners. Given that the dogs are the adopted children of their owner, it was important the brand message conveyed that their four-legged children would be treated as the staff’s own child while at DogsWorld. We felt that would be a strong lead for any brand identity that would attract the market audience. From there, we incorporated the owners own yellow lab Jarron into the logo.  The symbol was designed with a minimal cartoon illustration that incorporated the joy of the ultimate experience to be had at DogsWorld.  The photography and brand identity gave of a consistently strong message to gain the trust of the dog owners.

” THAT’S MY JARRON!  THAT WILL OUR LOGO FOR LIFE.  IT IS EXACTLY WHAT WE ASKED FOR AND YOU MADE IT EVEN BETTER THAN I COULD HAVE IMAGINED. “

– JUSTIN PHILLIPS

SCOPE OF WORK

DISCOVERY & STRATEGY

Baseline Evaluation
Research
Branding Strategy
Experience Strategy
Production Planning

BRANDING

Branding Strategy
Visual Identity and Assets
Lettering
Collateral
Brand Guidelines

COMMUNICATIONS

Messaging, Voice, and Tone
Internal Company Materials
Content Strategy and Production