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Mood lifters

Pets As Therapy spreads the unique benefits only pets can bring. Made up of incredible volunteers and their enthusiastic four-legged friends, they visit care homes, schools, hospitals and other institutions where people could really use a lift.

However, the brand wasn’t fully reflecting the joy of a PAT visit. A push to increase awareness, grow their fundraising and create a brand that shapes a community volunteers felt proud to be a part of meant a new brand direction was needed. We partnered with Pets As Therapy to reposition them as a brand built on the unique and positive power of pets to change people’s lives.

Engagement

– Engaged and managed input from stakeholders throughout project

Discovery

– Market analysis

– Workshops, interviews analysis and recommendations

– Brand audit

Strategy

– Purpose, proposition, brand story

Creative

– Verbal identity and tonal scale

– Messaging matrix

– Visual identity system

– Photoshoots

– Logo creation

– Motion

– Iconography and illustration

Testing

– Quantitative and qualitative testing

Delivery

– Brand guidelines

– Multi-touchpoint brand assets and templates

Uncovering the magic

Following an in-depth discovery phase to understand what it is that makes Pets As Therapy so special, we created a new brand idea: ‘Everyday moments of magic, multiplied’. Something intangible happens when we spend time with pets, something magic. But this isn’t big, blockbuster magic, it’s something smaller and more real. This insight drove the new brand positioning, from the brand idea, through a new purpose and personality packed full of positivity.

As part of this, we had the pleasure of working with photographer Nick David to help bring the brand to life through a number of shoots with the volunteers and their pets, capturing the warmth and comfort they provide for people.

But does it have legs?

The heart of the new brand is PAT the dog. Designed around the familiar brand initials, the marque comes to life with an energy, joy and distinctiveness that sets the brand apart.

Tapping into what most people know simply as PAT visits, the new logo provides an instantly recognisable shorthand for the brand that comes to life through characterful but subtle motion.

Multiplying the magic

The character of the logo runs through the entire visual identity. From friendly typography that’s full of bounce, to a simple, flexible graphic language that reflects the feeling of a PAT visit. This is a visual system that’s as reliable as a collie and as joyful as a labrador.

Bringing the system to life

We brought the brand to life across every touchpoint, from the design and build of a new website – designed to drive support and increase engagement – to new uniforms for volunteers and their furry friends.

A bespoke illustration style gives a new set of tools for the brand, capturing the unique character of all kinds of dogs and the wonderfully close connections they have with their owners.