Isabella Saklar

This project was created for the purposes of a class assignment. The brand/client is entirely fictional.

Responsibilities: Copywriting/Research, Logo Design, Print/Layout, Icons, Illustrations, Stationery, Advertising

The Problem

It is common for older cats to remain in shelters for months on end with little hope of finding a new home because they tend to be passed by in favor of kittens. Potential adopters need a little extra convincing to give older pets a chance, especially those with health issues. To combat this issue, Furever houses older cats in need of shelter, provides them with medical attention, and matches them with new owners that are a perfect fit for their needs.

Target Audience

Furever caters to potential adopters, owners who unfortunately must give up their older pet, shelters who are unable to house certain cats due to insufficient space and/or resources, and those who simply want to make a positive difference in an animal’s life. Our audience consists of a diverse range of animal lovers, but they all share one key trait: true compassion for others and the world around them.

Communication Goal

Furever's goal is not only to make choosing an older pet easy, but also make this choice positive and empowering. Their mission is to give older cats the second chance they deserve and to encourage others to do so as well. Visually, the goal of this brand is to convey a warm-hearted, approachable, and modern atmosphere through comforting imagery, inviting colors and illustrations, friendly language, and clean layouts.

Solution Rationale

Furever's unique logo, with its curved forms, cat motifs, and sheltering "walls", evokes a friendly atmosphere that encourages the kindness and generosity of our audience. Furever's color palette is soft, yet dynamic, consisting of multiple complementary pairs. Furever's main color (a muted, tertiary blue) is tranquil, trustworthy, and secure, three qualities illustrating the homes Furever's cats seek. Cat-inspired icons and dynamic silhouettes support the brand's friendly identity and maintain their audience's interest.

Components
Logo & Brand Elements
Illustrations & Icons
Stationery
Advertising

Logo & Brand Elements

Furever's logo communicates our brand's soft, caring nature and symbolizes our desire to provide homes for older cats. The “walls” of the house contain the logo and suggest shelter, while the wrapping tail helps provide motion and closure with a comforting gesture.

Overall, the logo evokes a friendly atmosphere that encourages the kindness and generosity of our audience. Consumers who see this logo will be inspired to lend a helping hand and consider caring for an older cat.

Values

Listed are some of our key brand values. We feel these values are critical in conveying the spirit of care and encouragement that accompanies pet adoption. By keeping always these values in mind, we ensure our brand aesthetic is consistently joyful and positive.

Colors

Furever uses a variety of bright and friendly colors. This soft tetrad color scheme is united through slightly muted and tinted hues that lean towards the tertiary spectrum, rather primary.

Illustrations and Icons

Brand Book

View Full Brand Book
Password: furever

Stationery

Our stationery appeals to our audience through pops of brand colors and illustrations. Blue accents create eye-catching cohesion and identity. Other brand colors used in select places create a sense of distinction. Illustrations instantly remind viewers exactly who and what we represent. Our logo is clearly present in all of our stationery.