Anne’s new brand identity.

Obedience – Teaching foundational commands such as sit, stay, down, come and heel.
Behaviour – Addressing unwanted behaviours like pulling, jumping up, barking, reactivity or separation anxiety.
Socialisation – Helping dogs develop confidence around people, other dogs, new environments and everyday situations.
Enrichment – Providing mental stimulation through games, scent work, puzzles and activities that satisfy natural instincts.
Recall – Building a reliable response when called, allowing dogs greater freedom while remaining safe.
Confidence

Threshold Magazine

BRAND DESIGN | ASSET DESIGN | ILLUSTRATION

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To bring the brand to life, we focused on three defining elements: a soft, pastel-inspired visual world of meadows and wildflowers; a custom logotype with bold, rounded letterforms; and a mascot inspired by Sam's own [breed], who—by Sam's own admission—has been one of his greatest training challenges.

The visual identity balances warmth with credibility. Rather than leaning into overly playful or novelty-driven dog branding, we created something casual, confident and authentic, reflecting the knowledge, patience and consistency at the heart of professional dog training.

The custom logotype takes its cues from the swish of a dog's tail. Rounded, flowing letterforms create a sense of movement, while the negative space within the U subtly forms a tail sweeping upwards. Setting the wordmark in uppercase reinforces the professionalism and trustworthiness that underpin the business, contrasting with the softness of the letterforms.
Inspired by the rolling Somerset hills, the illustrated background landscapes provide a natural counterpoint to the contemporary curves of the typography. Meadows, flowers and open spaces create an immediate connection to the environments where dogs and their owners spend time together, grounding the brand in both place and purpose.
Alongside the core identity, we developed a flexible suite of supporting icons for use across print, digital and merchandise. The collection includes a bone, star, sun, patch of grass and the ever-reliable tennis ball, giving the brand a playful visual language that can adapt across a wide range of applications without losing its character.