Pawfect Match
Branding . Illustration . Animation . UX/UI Design . Digital Design . Packaging Design
The Brief
The capstones project's brief was to design a speculative campaign responsive to the concept of activation. I have designed a brand identity for a non-profit organisation that works with the RSPCA focusing on dog ownership and compatibility. This speculative non-profit was created in response to the issue of dogs being surrendered to animal shelters due to poor compatibility with the owners. The mission of Pawfect Match is to spread awareness and provide resources to potential dog owners through digital mediums.
The Brand
The Brand Identity of Pawfect Match reflects the positive and lively energy of happy future dog owners. The colour space balances a cheeky orange and warm pink communicating love of a new pet and the fun that comes with dog ownership. The curly lowercase type appears alive on the wordmark communicating the playfulness of the brand. In support illustrative elements enhance the playful energy of the brand helping the brand identity to be versatile over different applications.
The Guidelines
The Brand Guidelines document for Perfect Match outlines the conditions of use as not to misrepresent the visual identity. Included are the brand's goals and values as well as examples of various applications of use. There are guidelines of use for the word and logo mark ensuring brand consistency and legibility. Included are also guidelines for social media use and what content should be posted and how frequent.
The Website
The Website for Pawfect Match is the home of the brand. The website houses the comprehensive compatibility quiz as well as a wealth of resources and affiliated charities to donate too. All advertising materials are aimed to attract the user to the website. The website follows the brand's identity of being fun and playful while still being clear and educational.
The Background Research
This Design Research Kit for Dog Ownership & Compatibility was designed to obtain data in relation to reducing the number of dogs that are surrendered to the RSPCA every year due to incompatibility. Each of the 100 participants was asked a series of taylored questions depending on their experience including those who have owned a dog and those who haven't but may intend to in the future. The second part of the survey was to get participants to match dog persona’s up to human ones to measure their ability to match compatible qualities.The aim for this research is to get an understanding of the participants' thought processes and measure their ability to pick a dog that is compatible with their lifestyle.
The Research Results
This design infographic showcases the results from the Design Research Kit. I received a large amount of data from the participants with some interesting results. From those who had never owned a dog before but intended to own one in the future an alarming 60% said they would not talk to someone who had owned a dog before for advice or even meet that dog breed in person before adopting. 100% of these participants said the most important quality in their dog of choice would be aesthetics not temperament. When asked what dog breeds they would like to adopt many participants listed high maintenance dog breeds such as huskies and pugs. In the next part of the survey these participants also often failed to match compatible dogs and humans together. It is this demographic of future dog owners who feel comfortable doing their research through social media that I will be targeting through this activation campaign.
