SKILL-SET: BRANDING, LAYOUT, PRINT, DIGITAL
For London Dog Week, I created a brand identity for a campaign about the benefits of allowing dogs in the office. Bringing a pet to work is proven to reduce stress. The target audience was young, pet-loving professionals.
Following initial ideation and research, my brand idea was to ‘let the dogs do the talking’. In order to make the dogs the central focus of this piece, I chose images of dogs in natural poses with jubilant expressions. I cropped them so the focus was on their head and necks. I vector masked these images and added shadows, to give them depth.
I then placed behind the dogs, organic green shapes that resembled part of paw marks. I paired these images with bright colours and the friendly ‘Apercu’ typeface to project a relaxed voice. Overall I wanted this design to demonstrate how we adore our pets.
I created simple line icons to illustrate each benefit of having dogs in the workplace. To retain a consistent colour scheme, I highlighted them with the same organic green shape I used for the paw marks.
The final result of this visual language can be seen in the brochure below.
Below are examples of social assets to promote the digital version of the ebook online.