Dogs on Deployment

Project components:

Brand strat­e­gy

Brand guide­lines

Badge and icon designs

Pack­ag­ing design

Info­graph­ics, fly­ers and mailers

Nation­al mar­ket­ing cam­paigns Cus­tom illustrations

T‑shirt designs

Event sig­nage

Tem­plate designs

Cre­ative direction 


This project was award­ed a Plat­inum award from Mar­Com Awards, an Amer­i­can Graph­ic Design Award from GDUSA, an Amer­i­can Pack­ag­ing Design Award from GDUSA, and a Com­mu­ni­tas Award in 2014.

Our mil­i­tary mem­bers ’ pets risk aban­don­ment, whether due to deploy­ment, a sta­tion change, or tem­po­rary assign­ments. To help ser­vice­men and women decrease ani­mal sur­ren­der, Dogs on Deploy­ment (DoD), a nation­al 501©(3) non-prof­it orga­ni­za­tion, pro­vides an online net­work where mil­i­tary mem­bers can find vol­un­teers will­ing to board their pets tem­porar­i­ly. DoD has cap­tured many hearts and minds through their com­pelling sto­ries of com­pas­sion that give mil­i­tary pets a voice. 

Since our rebrand, Dogs on Deploy­ment went from hav­ing fundraised $15,000+ to pro­vid­ing over $800,000 in finan­cial assis­tance! They also cap­tured the atten­tion of large nation­al brands and devel­oped pow­er­ful part­ner­ships with orga­ni­za­tions like Puri­na and Pets Best Pet Insur­ance, along with many oth­ers. And have result­ed in thou­sands of pet reunions, decreased pet sur­ren­der, and kept fam­i­lies togeth­er. Our Dogs on Deploy­ment brand­ing project high­light the impor­tance and pow­er of a strong brand strategy. 

Our Methodology

Our goal was to devel­op a com­plete rebrand over­haul that reflect­ed not only their mil­i­tary roots but the heart and mis­sion. While the founders want­ed to retain the orig­i­nal brand­mark, we devel­oped and rebrand­ed their entire brand col­lat­er­al. We pulled inspi­ra­tion from mil­i­tary insignia and devel­oped a cohe­sive brand that became high­ly rec­og­niz­able, trust­wor­thy and memorable. 

Before our rebrand of Dogs on Deployment 

Before our rebrand of Dogs on Deployment 

Beer Dogs and Veterans Fundraising Campaign

Dogs on Deploy­ment had sev­er­al fundrais­ing ini­tia­tives at a nation­al lev­el. One of them was their annu­al fundrais­ing cam­paign, where they part­nered with local brew­eries through­out the nation to host events where the pro­ceeds went to the non-prof­it. Each year the Dogs on Deploy­ment Mil­i­tary Pet of the Year would be fea­tured on the mar­ket­ing col­lat­er­al with our cus­tom illus­tra­tion of the pet. These events gen­er­at­ed thou­sands of dol­lars, raised brand aware­ness at a local lev­el, and even got new vol­un­teers for the non-profit.

Custom Package Design

The Lazy Dog Cook­ie Co. and Dogs on Deploy­ment part­nered for an exclu­sive treat pack­age design called Oper­a­tion Drool Over­load. The goal was to make peo­ple feel con­nect­ed to both brands, and increase cus­tomer engage­ment when they real­ized their pur­chase made a dif­fer­ence. This part­ner­ship cam­paign not only raised brand aware­ness for both orga­ni­za­tions, it intro­duced new peo­ple into the mar­ket of healthy pet treats.