PERSONALITY OVER TEMPLATE
Each illustrated dog starts with a recognizable behavior. The cast gives owners a way to spot their pup’s personality.
Independent Creative Exploration// DARK MATTER GRID / CASE STUDY 05FENNY &
FENNY &
FRIENDS
A dog-care concept with the character of a neighborhood social club. Owners can follow the day through its service details and reports.
ENTER THE THINKING ↓
BRAND / HOSPITALITY / INTERACTIVETHE CHALLENGE
CARE WITH ROOM FOR PERSONALITY.
THE PROBLEM
Fenny & Friends brings a warm personality to a service people need to trust with their dogs. I used the character system to make the care options easier to approach. Cute imagery could only do part of the job. The service structure still had to explain what a dog’s day might look like and how an owner would stay informed.
“Make daycare feel like the neighborhood social club every dog would choose for themselves.”
THE STRATEGIC SYSTEM01 02 03 04
THE DOG IS THE MEMBER.
CARE MADE VISIBLE
Daily rhythms and service details show the care behind a relaxed pickup. Report cards make that work visible to owners.
HOSPITALITY WITH A WAG
The club language welcomes owners in. Service details explain what the care includes.
THE PACK AS CAMPAIGN
The characters introduce different care options. They can also lead a social post or appear on a small club object.
THE IDENTITY
A CLUB WITH ITS OWN BODY LANGUAGE.
The chunky wordmark feels friendly and social. Rounded forms give it warmth, with tight spacing suggesting a pack. Illustrated dogs give the brand a cast of characters.
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 -
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.
CAMPAIGN IMAGERY
THE BRAND LEARNS TO PLAY.
A sticker personality leads each campaign layout. Short headlines introduce the service, while the marks keep the pieces recognizable as Fenny & Friends.
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.
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.
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
THE RESULT
A BRAND THAT KNOWS YOUR DOG.
The concept links the identity to a first-day experience and a recurring service relationship. Character badges give owners a familiar way into the brand. The practical details of care give them a reason to stay.
ENTER THE FINISHED WORLD ↗