Client:

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 

Awards:

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. 

Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.