PERSONALITY OVER TEMPLATE
Recognizable canine behaviors shape a flexible cast of social identities instead of generic pet illustrations.
ALL WORKCONTACT ↗Independent Creative Exploration// DARK MATTER GRID / CASE STUDY 05FENNY &
FENNY &
FRIENDS
A boutique care brand that gives modern pups a social club and gives their people complete peace of mind.
ENTER THE THINKING ↓
BRAND / HOSPITALITY / INTERACTIVE// 01 - THE CHALLENGE
CARE WITHOUT THE CLINICAL. JOY WITHOUT THE CHAOS.
THE PROBLEM
Pet-care brands often feel either transactional and medical or loud and generically cute. Fenny & Friends needed to communicate serious care without coldness, joyful personality without losing trust, and a layered service model that families could understand at a glance.
“Make daycare feel like the neighborhood social club every dog would choose for themselves.”
// 02 - THE STRATEGIC SYSTEM01 02 03 04
THE DOG IS THE MEMBER.
CARE MADE VISIBLE
Daily rhythms, service details, and report cards reveal the thoughtful work behind every relaxed pickup.
HOSPITALITY WITH A WAG
Club language and editorial warmth make premium care feel welcoming instead of exclusive.
THE PACK AS CAMPAIGN
Every pup personality supplies content, merchandise, social storytelling, and a way into the service.
// 03 - THE IDENTITY
A CLUB WITH ITS OWN BODY LANGUAGE.
The custom wordmark feels friendly, chunky, and unmistakably social. Rounded forms carry warmth, tight spacing suggests a pack, and illustrated dogs give the identity a living cast.
PRIMARY MARK / FULL COLOR
THE PREMIER SOCIAL CLUB FOR MODERN PUPS
LIFE JUST GOT
BETTER.
COOPER DISPLAY / CHARACTER
ROUNDED SANS / SERVICE + DIGITAL
FENNY RED#DA474A
PUPPY PEACH#EEBDBB
PARK GREEN#4A735A
TREAT GOLD#EAA93E
BARK#2A1A1C
MEET THE PACK - FIND YOUR PUP’S SOCIAL ENERGY - MEET THE PACK - FIND YOUR PUP’S SOCIAL ENERGY -
// 04 - THE STICKER CAMPAIGN
EVERY QUIRK DESERVES A CLUB BADGE.
The sticker system makes personality portable. Each archetype can introduce a service, lead a social post, work as a reward, or help an owner recognize their dog in the brand.
// 05 - CAMPAIGN IMAGERY
THE BRAND LEARNS TO PLAY.
The campaign layers marks, sticker personalities, short headlines, and service cues into expressive moments instead of presenting the artwork as a passive asset sheet.
WHAT’S YOUR PUP’SSOCIAL ENERGY?
TAKE THE PACK PERSONALITY MATCH ↗NO MORE ASKING,“SO… HOW WAS
THEIR DAY?”
THE DAILY FENNY REPORTWE KNOW EVERYQUIRK BY HEART.
// 06 - APPLICATION
FROM IDENTITY TO A DAY WELL SPENT.
Photography gives the illustrated world a real place to land. The system covers club care, park time, grooming, parent communication, and the full rhythm of a Fenny day.
// 07 - WEBSITE + EXPERIENCE
A DIGITAL CLUBHOUSE THAT PLAYS BACK.
The site lets visitors follow the daily rhythm, meet the personalities, test a pup’s social energy, explore care options, and join the club.
The Founding Pack Weekend.
A neighborhood open house turns the personality system into a real membership ritual. Dogs receive a club portrait, personality badge, first-day report, and matched play session while owners meet the care team.
PORTRAITS / PERSONALITY MATCHMEMBER KITS / OPEN PLAY
LOCAL RESCUE PARTNERS
// 09 - THE RESULT
A BRAND THAT KNOWS YOUR DOG.
Fenny & Friends feels personal enough to remember every quirk, structured enough to earn trust, and joyful enough to make care feel like belonging. The membership model turns that recognition into a reason to return.
ENTER THE FINISHED WORLD ↗