cuddle & fetch brand book draft
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Transcript of cuddle & fetch brand book draft
fenby's companionship inspired ben to open
his own animal shelter that valued a
different set of priorities.
more personal than a pet store
more educational than city shelters
more positive than animal control
low
adoption
rates
negative
views on
adoption
petsrelinquishedby owner
why?
why? why?
“problem” animals
harder to train
prefer puppies/kittens
lack of experience
too expensive
lack of education
unrealistic expectations
why?
Wayside Waifs currently operates in a way that seems to cut ties once the adoption process has been completed.
cuddle & fetch knows adopting a pet can be
a big change. which is why we are here for
you, every step of the way.
The new logo is a fresh, friendly take on the typical identi-ty of an animal shelter. No paw prints, no sad puppies. The ampersand is the focus, to emphasize the importance of the bond between a person and their animal companion.
The Wayside Waifs branding suffered from a lack of consis-tency and personality, and replaced the missing with a giant dose of negativity. The brand did not stand out from other shelters, and the stock photography felt impersonal. The fix? Make each new pet-to-family match feel special.
airplane Airplane is friendly, playful, and has a certain off-beat charm to it that gave the cuddle & fetch brand some legs to stand on.
AmericanTypewriter
The personal effect of a typewritten letter, yet still polished enough to use for large bodies of text. The ampersand had great personality and reflected the curves and tails of the pets we love.
benefitcuddle & fetch provides pet adoption and resources for those located in and around the Kansas City area.
positioningFor those looking to adopt, cuddle & fetch provides pre-adoption education and post-adoption resources, including discounted veterinary care, training, and support groups for senior animals, or pets with disabilities or health problems. These resources will ensure a healthy and lasting companionship.
missionTo empower adopted pet owners and stimulate successful and permanent homes for the animals. Adoption should be about finding your perfect match.
visionAll humans should feel more apt to adopt and in doing so, feel empowered and prepared to create a lasting companionship.
valuesIs trustworthy, Is progressive, Cares, Is helpful, Is educational,Is a partnership
stylingHonesty, Friendly, Informative, Approachable, Modesty,Reliability, Trustworthy, Compassionate
The match & meet app allows people to find their perfect animal companion through a simple matchmaking questionnaire. Once the questionnaire has been completed, the user is presented with their perfect pet counterpart at a shelter near them. They then have the option to schedule an appointment with the shelter to meet their match. The app also provides educational materials to ensure po-tential adopters are educated enough to fit a pet into their lifestyle. A fun app for serious adopters and people looking to see what their pet counterpart looks like.
match meet