Freedom Paws
01What I Did
I conducted research on an existing company and redesigned their brand, creating for them a brand identity guide developed in support of research done around how people interact with the brand on the topic of service dogs.
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02Focused Skills
• Research
•Designing a Mark
• Audience Testing
• Color Exploration
• Photographic Inspirations
•Brand Mock-ups
• Magazine Design
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03Key Takeaways
In this project I focused on balancing the seriousness and hopefulness of the brand with simple playful shapes that keep some structure. The mark of the service dog stands stern as it has a duty to work, with a slight upward tilt of the head as a hint toward strength and a positive future. Other designs were created, such as the "volunteer" t-shirt, and the "welcome home" design as an example of how the brand identity could be extended to other important parts of the company.
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See Full Process Below!
01Choose Existing Organization to Revamp
02First Sketches
03Digital Iterations
04Form Evolution
05Audience Testing
06Color Exploration
07Brand Identity Guide
