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 located right in the middle of the beautiful Picture Valley in eastern BC. A trustworthy and safe environment to leave beloved family members while on vacation or traveling, 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
A lot of 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 showcases her love of dogs, So I created a dog mascot that felt warm and welcoming, while also showcasing the strength and beauty of man’s best friend. To accentuate the warmth and character of Elaine’s vision, I also created a custom wordmark based on more heritage serif style fonts, but with nice soft corners to add to the easy-going and welcoming feel Elaine wanted to convey. 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.