cuddle & fetch brand book
DESCRIPTION
Brand Book for the redesign of a local animal shelter into cuddle & fetch.TRANSCRIPT
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this is __________ .BENthis is __________ BENthis is __________
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Ben loves __________________.HIS GIRLFRIENDBen loves __________________.HIS GIRLFRIENDBen loves __________________.
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Ben loves __________________.
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His girlfriend __________________.loves dogs!
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Ben really doesn’t.Ben really doesn’t.Ben really doesn’t.Ben really doesn’t.
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But he will!
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After much discussion, Ben and his
girlfriend decide to look for a dog.
PERSUASION
After much discussion, Ben and hisAfter much discussion, Ben and hisAfter much discussion, Ben and his
girlfriend decide to look for a dog.girlfriend decide to look for a dog.girlfriend decide to look for a dog.
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Ben and his girlfriend agreed:
they would buy from a breeder
and avoid shelters at all costs.
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But the breeders cost much more
than what Ben is willing to pay.
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So despite their original wishes,
the pair head to Wayside Waifs,
a local animal shelter.
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where they meet a little dog named fenby
who changes the idea of what an animal
shelter should be.
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out with the old
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stuffydepressinggenericdesperate
out with the old
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fenby's companionship inspired ben to open
his own animal shelter that valued a
different set of priorities.
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in with the
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companionshippersonalitylearningpositivity
in with the
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Ben decided to name it after little
Fenby’s two favorite activities.
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more personal than a pet store
more educational than city shelters
more positive than animal control
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Animal shelters nation-wide suffer
from low adoption rates.
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low
adoption
rates
negative
views on
adoption
petsrelinquishedby owner
why?
why? why?
“problem” animals
harder to train
prefer puppies/kittens
lack of experience
too expensive
lack of education
unrealistic expectations
why?
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a lack of pre-adoption education&
post-adoption resources
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Wayside Waifs currently operates in
a way that seems to cut ties once the
adoption process has been completed.
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but it just doesn't make sense to cut
ties with what could be
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your best resource
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cuddle & fetch knows adopting a pet can be
a big change. which is why we are here for
you, every step of the way.
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youyourpet
ourstaff
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& here's how:
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companion matchmaking services
pre-adoption education
pet training
support groups
& here's how:
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and all with a dash of personality& a heavy serving of positive vibes
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cuddle up to a new animal shelter
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the new markThe new logo is a fresh, friendly take on the typical identi-ty of an animal shelter. No paw prints, no sad puppies. The ampersand is the focus, to emphasize the importance of the bond between a person and their animal companion.
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The Wayside Waifs branding suffered from a lack of consis-tency and personality, and replaced the missing with a giant dose of negativity. The brand did not stand out from other shelters, and the stock photography felt impersonal. The fi x? Make each new pet-to-family match feel special.
airplane Airplane is friendly, playful, and has a certain off-beat charm to it that gave the cuddle & fetch brand some legs to stand on.
AmericanTypewriter
The personal effect of a typewritten letter, yet still polished enough to use for large bodies of text. The ampersand had great personality and refl ected the curves and tails of the pets we love.
the brand
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yourcompanionmatchfinder
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benefitcuddle & fetch provides pet adoption and resources for those located in and around the Kansas City area.
positioningFor those looking to adopt, cuddle & fetch provides pre-adoption education and post-adoption resources, including discounted veterinary care, training, and support groups for senior animals, or pets with disabilities or health problems. These resources will ensure a healthy and lasting companionship.
missionTo empower adopted pet owners and stimulate successful and permanent homes for the animals. Adoption should be about finding your perfect match.
visionAll humans should feel more apt to adopt and in doing so, feel empowered and prepared to create a lasting companionship.
valuesIs trustworthy, Is progressive, Cares, Is helpful, Is educational,Is a partnership
stylingHonesty, Friendly, Informative, Approachable, Modesty,Reliability, Trustworthy, Compassionate
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it’s all about fi nding your match.the yin to your yang.
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a matchmaking app
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The match & meet app allows people to fi nd their perfect animal companion through a simple matchmaking questionnaire. Once the questionnaire has been completed, the user is presented with their perfect pet counterpart at a shelter near them. They then have the option to schedule an appointment with the shelter to meet their match. The app also provides educational materials to ensure po-tential adopters are educated enough to fi t a pet into their lifestyle. A fun app for serious adopters and people looking to see what their pet counterpart looks like.
match meet
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bring on the cuddles
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emily austinDesigningfor Change
Fall 2012