a brand is more than a logo

For this project I completed a complete brand identity design for Senior Sniffer, a safe haven for senior dogs. I like to think holistically about a brand. Because this assignment was very open-ended and did not provide any existing brand elements, I created them. I thought about what their entire brand presence would look and feel like. The colors, sky blue, green like bouncing tennis balls and grass, and an earthy copper brown like the mascot dogs fur all evoke a sense of play, airiness and familiarity. Rather than taking a somber approach to senior living for dogs, I wanted their target market, young pet parents to older dogs, to feel the joy and happiness that can still be had with an older pup.

Complete brand identity follows the entire customer experience from acquisition to loyalty. Good branding meets or even exceeds the consumer expectation at every touchpoint but great branding anticipates what a customer will want or need, next and then deliver it without being asked.