Elaine Betteridge came to me with blueprints for her life-long dream project. A dog care facility focused on smaller numbers and high-quality care in eastern BC. Picture Valley Dogboarding was going to be more than just doggy-day care; it was going to be a home away from home for dogs! Using Elaine’s vision as a foundation, we crafted a brand identity that felt warm and welcoming while still maintaining a professional and trustworthy aesthetic.
PUTTING A FACE TO THE NAME
Many dog care brands lean more into promoting their facilities and routines than they do the dogs themselves. Elaine wanted to make sure that her brand showcased her love of dogs, so I created a mascot that felt warm and welcoming. To accentuate the character of Elaine’s vision, the custom wordmark was inspired by heritage serif style fonts but with soft corners to add an easy-going feel. These 2 pieces act as the foundation for the brand’s visual language.
Using the dog mascot and warm custom typography as a starting line, I crafted a variety of alternate layouts and logomarks, as well as some initial print collateral for Elaine to start getting the word out about her business. The brand speaks beautifully and uniformly in a way that is extremely enjoyable and comforting to look at, just like the experience Elaine strives to provide her clientele.