Project: Hypothetical rebrand of a San Luis Obispo small business called Happy Tails which is a dog and cat boarding and daycare facility. The project scope included a new logo and full brand identity including a 35-page brand standards manual. I also created several applications of the identity including business cards, stationary, mailing envelopes, website, social media page, and various promotional materials.
Concept: Happy Tail's current brand identity was out-of-date, inconsistent, and amateur-looking. Their visual identity did not reflect their beloved and respected reputation within the community. One of the brand's goals is to challenge the common idea that dog boarding facilities are cold, concrete cages where animals are stressed and lonely. They strive to individually tailor their care for each pet and retain happy customers who they can create strong loyalty with. When designing their brand identity, therefore, I chose to use bright, joyful colors and a logo that is inspired by a fingerprint (or a dog's nose, which is also unique to the individual!) to represent the unique, individualized care they give their pets.
Sketches
Sketches
Logo Sketches
Logo Ideation
Logo Ideation
Business Card Ideation
Design Process
Final Logo
Final Stationery
Final Website
Promotional Event Poster
Branded Promotional Materials