As Design Director at Principle, I both designed and led the development of a full brand identity and system for Peace Love Dogs, a premier dog training and boarding facility. The work spanned multiple channels, including print collateral, dimensional signage, uniforms, merchandise for both people and their pups, and a digital system with social media guidelines, email templates, and a new website created in collaboration with Principle’s Digital Director. I also art directed a series of photoshoots to capture the spirit of the brand in action. Partnering closely with our verbal team, we crafted a voice that matched the playful yet credible visual aesthetic, resulting in a cohesive brand experience across every touchpoint.
Agency: Principle
Creative Direction: Allyson Lack
Brand Design & Direction: Carissa Hempton
Digital Design Direction: Elizabeth Kelley
Strategy & Writing Direction: Erin O’Connor
Account Direction: Jourdin Hendrix
Design: Katherine Itzen
Photography: Julie Soefer