Brand Identity
Visual Identity
Typography
Design Direction
Our solution for the charity was straightforward yet impactful: create an identity that is clean and confident, making it stand out among other charities while retaining a warm and heartfelt essence.
After closely collaborating and developing several concepts, one idea emerged as the clear favorite. By pairing a heart with a paw, we created an icon that feels friendly and familiar, succinctly capturing everything the charity wished to convey. Building on this, we developed a custom font adapted from the open-source font, Poppins, for the wordmark and all brand materials. We carefully tweaked the font to feel friendlier and "more dog-like," subtly adding dog ears to letters and literal dog tails to the descenders of letters such as "g". This typographic approach allows the charity to spread their brand and love across every touchpoint quickly and easily, giving them a distinctive voice.
The design language we established is considered yet simple and confident. Using powerful block colors paired with tasteful compositions of white space, we balanced the benevolent and professional aspects of the charity with the personality, love, and care of its volunteers. This design language and custom font helped establish a tone of voice that is punchy and action-oriented while remaining approachable and friendly.
We are currently working closely with the charity to design and develop their website, continuing to enhance their brand and outreach efforts.
Our custom font, "Stray Sans," is used for the identity wordmark and headlines across all brand materials. Stray Sans is an adaptation of the open-source font, Poppins. We modified Poppins to include subtle dog features, such as ears and tails, creating a font that feels fun and friendly. Most importantly, using an adapted open-source font helped the charity avoid expensive licensing fees.
Brand Identity, Visual Identity, Brand Guidelines, UI/UX Design, Product Design, Website Design, Webite Development
