Paws and Family

English

English

This branding project was centered around creating a visual identity for a boutique dog hotel located on Walnut Street in Center City, Philadelphia. Designed with the needs of young professionals in mind, the hotel offers a modern, trustworthy solution for pet care in a bustling urban setting. The brand needed to reflect both elevated service and a warm, playful atmosphere where dogs are treated like cherished guests. With amenities including a dedicated socializing area and scheduled daily walks to ensure exercise and enrichment, the identity aimed to capture the perfect blend of luxury, functionality, and canine joy.

Project Overview

CREATIVE DIRECTION
LOGOMARK
BRANDING
SOCIAL MEDIA

Scope of Work

Timeline

1 Month

Concept Development

INITAL ITERATION:

The first logo captured a fun, dog-friendly feel but leaned too rugged—more “pug” than the refined vibe we needed. Since the hotel caters to young professionals in an upscale neighborhood, we shifted toward a cleaner, more elegant “border-collie” aesthetic to better reflect the brand’s modern, high-end tone.

Why we pivoted
After presenting Concept A to stakeholders and surveying a few local residents, we realized the visual tone did not match our core audience: young professionals living in one of Philadelphia’s most prestigious (and pricey) neighborhoods. We needed the same warmth, but with an air of elegance—something that would look at home alongside boutique cafés and upscale fitness studios.

Third Brand Idea:

Secondary Brand & Logo Treatment:

Final Iteration

After one more round, we adjusted the color palette, which initially felt too youthful and playful. We also refined the logomark. We wanted to include the paw since it was central to the name of the brand, but the final version struck the right balanced, refined, cohesive, and mature which aligned perfectly with the upscale, modern feel of the brand and its audience. This refinement read as polished and professional.