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I ONCE READ A STATEMENT THAT INSPIRED ME.
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THIS GUY, RALPH CAPLAN SAID
“DESIGNERS WON’T SAVE THE WORLD,
BUT DESIGN CAN HELP MAKE IT WORTH SAVING.”
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AND WITH THOSE WORDS AN IDEA CAME...
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HAVE YOU EVER
ADOPTED AN ANIMAL BEFORE?
HAVE YOU SEEN THOSE ASPCA COMMERCIALS?
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WE AREN’T LIKE WHAT YOU ALREADY KNOW.
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IS THE ONLY DOG & CAT ADVOCACY ORGANIZATION THAT ENCOURAGES DONATING TOWARDS & ADOPTING STRAYS AT AN APPROPRIATE, AFFORDABLE PRICE, BY UTILIZING POSITIVE OUTREACH AND BY PUTTING THE RESCUER AND ANIMAL AT AN EQUAL LEVEL OF IMPORTANCE.
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POSITIVITY IS THE KEY TO EVERYTHING THAT WE DO.
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Sentimental synonym of the generic word animal Word that associates with dogs and cats, not just one
PORT PET Root of word defines a place of safety and refuge Where something comes in but also goes back out
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WHAT DOES SUCCESS LOOK LIKE THEN?
INCREASE IN ADOPTION AND DONATION: Using positive versus the over used negative persuasion in brand identity and advertising/promotions.
SHIFT IN THE ADOPTION SYSTEM: Instead of simply asking for too much ($200 for a stray puppy for instance) the rescuer could donate to the organization with important supplies like food and bedding in place of the traditional adoption fee (which would already be lower). This idea would lower the probability of running out of supplies, which is a common on going obstacle for animal shelters. People unable to actually adopt for themselves could donate money towards a specific animal and the adoption fees would be lowered thanks to those donations. ANIMAL PROFILING: Focus on the personality or traits of each stray instead of what breed they are or if they are or are not pure bred. Each animal has it’s own story to share with potential rescuers at all of the shelter locations and any online resources.
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BUT WE HAVE TO LEARN FROM OTHERS FIRST, LIKE...
ANIMAL AID
ASPCA: The American Society for the Prevention of Cruelty to Animals mission is “to provide effective means for the prevention of cruelty to animals throughout the United States.” Similiarities: Advocates for animals, Strong emphasis on advertising on and offline, branches out to large range of shelters throughout the nation Differences: Negative persuasion, uses guilt to pull in customers, Focus on cruelty of animals versus a better adoption system
U.S. ARMY: The primary mission of the army is “to fight and win our Nation’s wars by providing prompt, sustained land dominance across the full range of military operations and spectrum of conflict in support of combatant commanders.” Similiarities: Positive and Modivational messaging, Updates as time continue to change Differences: More traditional in style and thinking, more presence on television instead of online or out on the streets
PETLAND: Petland, Inc. is a privately owned corporation of franchise pet stores based in Chillicothe, Ohio. The company currently sells birds, fish, small animals, puppies, and kittens. Similiarities: Advertising has a friendly touch Differences: Known for taking puppies from puppy mills and selling them as “pure” bred and charging up to thousands of dollars, more about profit than care of animals
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AND MAKE GRAPHS SO OUR CONCEPTS COME TOGETHER.
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DECODING DIMENSIONS BASED ON EACH COMPANY’S STYLISTIC GESTURES
COMPLEXITY ASPCA
ARMY
PETLAND
OREGON HUMANE
MINIMAL
ORNAMENTAL PORT PET
AMERICAN RED CROSS
REPRESENTATION ARMY
ASPCA
PETLAND
OREGON HUMANE
REAL
ABSTRACT AMERICAN RED CROSS
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PERCEIVED MOVEMENT OREGON HUMANE
PETLAND
ASPCA
DYNAMIC
STATIC ARMY
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AMERICAN RED CROSS
POTENCY ARMY
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OREGON HUMANE
LOUD
WEAK AMERICAN RED CROSS
ASPCA
PETLAND
DECODING DIMENSIONS BASED ON PERCEPTIONS CREATED BY FORMAL ELEMENTS
TIME STYLE OREGON HUMANE
ARMY
ASPCA
TRADITIONAL
CONTEMPORARY PETLAND
AMERICAN RED CROSS
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TIME MOVEMENT OREGON HUMANE
PETLAND
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RETRO
NEW AGE AMERICAN RED CROSS
ARMY
ASPCA
LOCATION PETLAND
ASPCA
OREGON HUMANE
EAST COAST
WEST COAST AMERICAN RED CROSS
ARMY
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TECHNOLOGY ARMY
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HIGH TECH
PETLAND HANDMADE
ASPCA
AMERICAN RED CROSS
OREGON HUMANE
LIBERAL
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OREGON HUMANE ANIMAL AID
LAWRENCE HUMANE ORIGINAL
IMITATIVE HAPPY TAILS PETLAND
AMERICAN RED CROSS ASPCA
ARMY CONSERVATIVE
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OUR MIND SPACE FUNCTIONAL DIMENSION “Allows rescuers and donors to connect with an animal, in a process that’s the most efficIent way using appropriate care and financial strategies different from the norm.”
SOCIAL DIMENSION MENTAL DIMENSION
“I am able to connect with others that are animal lovers, whether they are physically able to adopt or just help out towards a pet.”
“Makes me feel like I’m part of a bigger issue and to able to make a difference, while getting a pet or helping a pet that that will be loved.”
SPIRTUAL DIMENSION “I am given the opportunity to create a new family and to bring happiness to my community, myself and the dog or cat.”
BRAND CODE BENEFIT
MISSION
Saving an animal from being homeless, and helping out both people and stray animals who really need it.
POSITIONING For people that what to donate towards or adopt a pet from a shelter versus a breeder, for profit organization, etc.
To connect people with animals using an adoption system that is efficient, appropriate, and different from the norm.�
CONNECTING BY CARING...
STYLING Positive Persuasion, Equality of animals and us, Inspiring and Motivating instead of begging and guilting.
VISION A positive and driven advocacy for stray dogs and cats that is successful in creating new homes and new families.
VALUES The quality of life, Family and community, Being conscious of others, Optimism and Happiness
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OUR AUDIENCE IS IMPORTANT TO US.
An animal lover that is wanting to make this world a better place with their own small contributions. Age is not a key factor but the style of the brand and concept of building a new family with a new dog or cat is aimed more towards 20-35 year olds. Adovcates for putting others before ourselves sometimes in order to help out those who need it. People who do not discriminate towards an animal based on it’s background, breed, where it’s from, etc. People who can adopt a pet or want to donate so that someone else can have that chance.
WHAT DOES ALL OF THIS LOOK LIKE?
FRIENDLY, PLAYFUL, CURVY, ROUNDED
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TEXTURES TO SOFTEN UP VECTORS AND TIE IN THE ELEMENTS OF OBJECTS RELATED TO ANIMALS (SUCH AS WOVEN THREAD TO HINT AT COLLARS)
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THE LOGO NEEDS A TAGLINE TOO. OR MAYBE A FEW.
RESCUED IS
OUR
FAVORITE BREED
HELPING STRAYS COME IN MAKING SURE PETS GO
OUT
AND HERE ARE THE 1ST APP IDEAS.
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