PROJECT
Pound Dog Rescue
Rebrand & Brand Guidelines
OVERVIEW
Pound Dog Rescue is a local non-profit organization that rescues and rehabilitates dogs from the pound that are facing euthanization. A rebrand and brand guide was created as part of a collaborative design campaign to help this organization.
PROBLEM
As an organization that does great work, Pound Dog Rescue wasn't well represented as a brand. They lacked consistency in both visuals and tone which negatively impacted how they were viewed. There was a lack of brand association as well as trust, and as a small non-profit organization they weren’t well known. Additionally, their original branding didn’t showcase their values, missions, or brand personality.
SOLUTION
The rebrand highlights and reflects the organization’s main attributes. Falling under the caregiver brand personality, Pound Dog Rescue is loving, kind, bold, genuine, positive, and selfless. The redesign of the brand identity allows their audience to positively associate the organization with their mission and values. In addition, the brand guidelines ensure consistency which will ultimately improve brand loyalty and trust for the organization.
HOW DOES IT WORK?
Designing for Real Life.
Understanding that a non-profit
organization will not necessarily be hiring a professional designer, the guidelines were created for anyone to be able to follow them. A combination of simple language, a casual and positive tone, and consistent imagery provides clear direction to ensure the organization is properly represented.
GOALS
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To demonstrate and describe branding assets, tone and voice, and overall visual identity.
Explain the importance of each section and ensure consistent usage of brand elements.
Provide direction to allow our organization and adoption process to be associated with positivity.
RESEARCH
Targeting the Right Audience.
The target audience members are defined by their dog-loving, activist, and charitable characteristics. While the age demographic is undefined, it excludes children under the age of 15. Ultimately, all people who are interested and able to participate in volunteering, adopting, and donating contribute to the mission of the organization. The use of personas is a helpful part of the creative process and is important in truly understanding the brand, and targeting the appropriate audience.
BRAND GUIDE
Demonstrating the Brand Identity.
The title pages for each section demonstrate the brand's visual identity that is explained throughout the guide. For example, each of these pages feature a dog on a coloured background chosen from the brand’s colour palette, with a header that reflects the usage of typography. This specific section is important for the user to know, in order to understand the organization, their mission, their tone, and their audience.
BRAND GUIDE
How & Why.
It’s important that all graphic elements in the brand guide are not only shown, but explained. Since the guide is not likely being used by a designer, the reasons behind all elements are explained as well as how to use them. This in depth approach ensures consistency and proper design practices.
BRAND GUIDE
Using the Layout.
On this page, the visual hierarchy displays the importance of each colour and how often they are used. The colours and their symbolism are also explained so that the user can understand the relation to the brand.
BRAND GUIDE
Typography.
A consistent yet dynamic layout creates visual interest within the brand guide and further demonstrates the visual identity. Here, the brand typefaces are displayed, and the branding is shown through colour and layout. Within this section, the user can also see how and when to use certain typography.
USING THE GUIDE
Branding in Application.
As a collaborative design campaign for Pound Dog Rescue, more deliverables were designed by others using the rebrand and brand guidelines. The following app was designed by Taylor Jackson, and the website was designed by Christian Marshall.
