A brand and platform built around a whole business.
All Things Dog connects dog owners with pet-care businesses and related services. Chase & Marshal created the brand and a connected platform supporting business participation, certification administration, advertising, subscriptions and commerce.
All Things Dog website highlights
The project at a glance
Project type: venture brand and platform development. Contribution: brand strategy, identity, website and connected operational workflows.
The challenge was to create a welcoming public experience while giving the team practical ways to run the different parts of the business.
One identity for a community and its professional partners
Dog owners need the brand to feel approachable. Pet-care businesses need clear information about participation, standards and commercial arrangements. We designed the identity to work across both situations.
The Tailmark builds the movement of a dog’s tail into the lettering. A related emblem carries the identity into smaller spaces such as profile images, badges and signage.
Make the brand useful in everyday communication
The colour palette and typography give the identity different levels of warmth and emphasis while keeping a recognisable family. Marketing can be energetic and inviting. Application guidance and business information can remain calm and easy to follow.
The work includes visual and verbal direction so the brand can carry through a campaign, a customer page, a business application and an administrative document.
Connect the public experience with the work behind it
The website connects profiles, content, products and advertising with the approvals, billing, inventory and communication required to manage them.
Business applications feed into category-specific assessment and administration. Listing, certification and subscription status are handled separately, so a commercial arrangement does not become a certification decision.
Support different commercial workflows
Advertising uses a placement catalogue, proposals, campaign scheduling and reporting. Subscription workflows reflect approval status, free periods and the commercial agreement offered to a business.
Commerce accounts for different seller and fulfilment arrangements. Partner portals support authorised benefits and code distribution. These functions are designed to help the team manage the business as a connected operation.
What the project demonstrates
Brand development and system design influence the same experience. A promise of clear participation needs an application process that makes sense. A marketplace needs workflows that connect orders with the people fulfilling them.
All Things Dog shows how we develop the identity, customer journey and operating platform together.
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