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Project Type:
Timeline:
North Carolina-based nonprofit K9's On Call Missing Pet Services aims to help reunite local residents with their lost pets, offering community education and directly assisting in pet recovery efforts. Because K9's On Call operates primarily through social media and word-of-mouth, it's essential that the organization can disseminate information in a format that's easy to share, easy to understand, and easy on the eyes.
I was brought onboard as sole designer for the organization's rebrand. In my initial conversations with its president, Erin, I sought to gain a better understanding of three key points:
Who is K9's On Call's target audience, and how do they best digest information?
Through what channels does the organization communicate with this audience?
What about K9's current marketing approach is working? What are they hoping to change?
Erin shared her organization's current marketing materials, assets, and logo. I learned that her core audience primarily skews older, and she shares resources through Facebook, Instagram, and occasionally text, often in the form of digital flyers. Her stated goal was to simply spruce up these materials, ideally making them easier to read and view "at a glance" when shared via messaging. In evaluating these materials and her approach, I identified my design goals, which I used as guideposts for designing each flyer.
Bring All Materials Under a Consistent Brand Identity (Fonts, Colors, etc.)
Prioritize Readability, Ensuring Info Makes Sense to Even "Entry-Level" Pet Owners
Improve Organization of Info, Removing Visual "Clutter" to Tell a Clearer Story
Scaling Content to Optimize Flyers for both Digital and Printed Use
1. Brand Identity
As the first flyer I redesigned, I established a core set of colors, fonts, and general aesthetic identity, with a simpler blue and tan design that would be used as a template for additional materials.
2. Readability
Added additional context explaining why scent article collection is important and helpful for finding a lost pet.
3. Organization
Brought content into a central grid, allocating equal space to each step and facilitating easy scanning of the full process.
4. Sizing / Scale
Brought content into a standard, letter-sized format (8.5"x11") for ease of printing.
1. Brand Identity
The brown-red color scheme and use of different typefaces made it seem as though this flyer and the last came from entirely different organizations. Migrating over to the new blue-tan template ensured audiences would more quickly recognize these as K9's resources.
2. Readability
In showing the flyer for feedback, readers felt the Starburst method was too abstract, difficult to visualize. This persisted even in my first draft redesign. Creating a diagram brought the method into the "real world," making it easier for readers to conceptualize.
3. Organization
The original directions were posted in small print, making them difficult to follow. I created headers, used font size and color to make elements stand out, and prioritized whitespace to help with page scanning.
4. Sizing / Scale
Brought content into a standard, letter-sized format (8.5"x11") for ease of printing.
1. Brand Identity
My goal was to create a clearer, more simplified logo, keeping with the predominantly blue color scheme and bold, somewhat cartoonish fonts, while remaining centered on the organization's pet rescue mission.
2. Readability
The text in my redesign creates a clearer distinction between the organization's shorthand name (K9's On Call) and its "Missing Pet Services" byline.
3. Organization
Nowadays, logos aim for simple, clean, and modern. I worked to cut down the "busy-ness" of the original logo, while preserving its spirit, keeping elements such as the magnifying glass and pawprints.
4. Sizing / Scale
The new logo retains the square shape (for ease of posting to social), but centers the core elements (the organization's name) in the frame.