I have something to confess. I’ve been meaning - for months - to formally introduce you to one of Witchcraft Branding’s first coven members. So here we go. Witches meet Dogs of Fun, Dogs of Fun meet the witches.
Many, many moons ago the name ‘Dogs of Fun’ was born out of a conversation between me and Arelis, the human behind this dogs-only photography studio. At the time, the idea was to have an online doggy playdate matching service. Although the idea is - still - genius, it just wasn’t the right time to explore this tech-based service. But out of that conversation, one thing became permanent. The love for the name Dogs of Fun - a catchy and VERY loose take on the movie title ‘Lords of Dogtown’ (a movie we’ve both never seen and probably never will). Years later, Arelis decided to combine her love for dogs with her 10+ years of experience in photography and, when the time came to name this new venture, there was no need to look elsewhere than Dogs of Fun.
THE MOODBOARD & COLORS.
Dogs of Fun is all about creating a space for dogs and their parents to spend an hour or so having hassle-free fun and in the end you get amazing photos to keep forever. I wanted to make sure the brand was fun in itself and a little childish, without being obviously so. I put together a moodboard to really get an idea of what this future brand would look like.
Sometimes, as I start putting together imagery for the moodboard, a color palette magically comes to life. Bright teals, yellows, and reds kept making an appearance. I started calling them “adult-like primary colors” and when I presented the moodboard and color palette to Arelis, she immediately loved the direction we were heading towards.
THE LOGO & TAGLINE.
Approachable, relatable, enthusiastic, and heart-warming where only a few of the characteristics I made sure to include not only the moodboard and colors, but also in the logo. I played around with different concepts that had little hints of quirkiness, like connecting the ‘G’ and the ‘F’ to create a cute little detail. No matter how cute the logo is, it has to be functional. So I made sure to give Arelis stacked and horizontal logo variations that can be used as needed.
I also helped define the business’ target audience, positioning statement, mission statement, brand keywords, brand voice, and tagline. ‘Authentic Dog Photography’ was the winning tagline that captured everything Dogs of Fun stands for and told the story of exactly what the company does - all wrapped up in a simple little phrase.