Citydog is a dog daycare, groomer, and boarding service operated across nine cities in the United States.


Rebrand an assigned business, and implement the branding through packaging design, environmental design, or marketing material concepts.


According to the American Pet Product Association's 2016 Survey (Source Link), 59% of owners felt that their dog is a member of the family. Based on this idea, the identity would need to convey dependability, while also staying colorful and amusing to showcase both the level of care and engagement that they promise dog owners.


After researching attitudes and behaviors of pet owners, competing businesses, and the history of Citydog, I began concept sketches for the redesign which would go through three rounds of peer critique.


Citydog's final logo concept uses negative space to create a city skyline within the shape of a dog bone. The paired wordmark, Co Headline Bold to create cohesion between the curves of the bone and corners of the cityscape within the logo.

Within promotional materials and other graphics, Co Headline Bold is used in headlines and callout text, while Mr. Eaves serves as the primary body copy type.

Aqua and yellow are the primary colors used in brand materials as a way to associate the business with traditional daycares.