City Doggos

Branding

Illustration

Visual Identity

City Doggos needed a brand identity that felt warm and trustworthy—the kind of look that makes a dog owner feel confident leaving their companion in someone else's care. I led the full branding effort, from concept through final visual identity, building a system that's playful and approachable on the surface, but grounded in thoughtful, deliberate design choices underneath.

PROJECT OVERVIEW

I developed the complete brand identity for City Doggos, including a custom type-based logo lockup with hand-lettering, an earthy color palette inspired by San Diego's coastline, organic textures, and circular and geometric motifs that carry through the system. Beyond the core identity, I created brand collateral and illustration work to bring the brand to life across every touchpoint—ensuring each element felt genuine on its own while working together as a cohesive, trustworthy identity.