Client
Furry Friends Stay & Play
Project
Branding and website
My role & skills
Project owner, single contributor
Brand strategy
Identity design
Branding
When I began working with Furry Friends, they were a completely new business. They had a solid vision for their facility and a “placeholder” logo that they used to launch their social media profiles, but they needed some guidance on establishing a brand system. I started this journey with a discovery meeting where I asked the owner, Eddie, some key questions regarding his thoughts, goals and wants for his new company. After guiding Eddie through our discovery meeting, I began working on the brand’s identity.
First, I created a mood board that represented Furry Friends’s values: trustworthy, energetic, and up lifting. From here, I generated a color palette and began diverging on the identity (AKA - the logo).
I began with hundreds of hand drawn sketches and worked to narrow down the selection to the ones that most closely aligned with the brand’s values. From there, I moved my work into a digital environment and diverged on iterations of our top choice logos. Then, I narrowed down the selection yet again, polished up the best four options in a black and white format and went to Eddie for review.
With Eddie’s feedback and my creative drive, we landed on a custom wordmark. After establishing the final logo, I created a brand system that included a full set of hand rendered icons, a repeating pattern and custom font.
Website
Once the brand and design system were in place, I began working on the website. I started with information architecture and worked closely with Eddie to determine what information he wanted and needed to live on the website. From here, I created a content system and decided what type of mood we wanted the brand to portray online. I ultimately landed on a fun and approachable tone with some furry friend related puns sprinkled throughout. For example, instead of saying “send” or “submit” on the contact form - we decided to say “Bark at us!”