Dogs Naturally Magazine

dogs naturally M A G A Z I N E A wholesome, ethical dog publication

TABLE OF CONTENTS Who is Dogs Naturally?

Ghandi Quote ................................................................... 1 Research Process ........................................................... 2 Designer Statement ....................................................... 3 History ............................................................................. 4 Mission Statement ......................................................... 5 Core Values ..................................................................... 6 Customer Persona ........................................................... 7

Rebranding Logos .................................................................................. 8 Typeface ........................................................................... 9 Color Palette & Patterns ........................................ 10 Pollack Quote ............................................................... 11

Print Componenets Letterhead ..................................................................... 12 Envelopes ....................................................................... 13 Business Cards ............................................................. 14 Merchandise ................................................................... 15 Magazine Spread .............................................. 16,17,18 Billinghurst Quote ..................................................... 19

Digital Components Digital Connection Map ...................................... 20

Website Homepage ................................................... 21 Website About Page .............................................. 22 Website Product Page .......................................... 23 Applications ........................................................... 24 Pollack Quote ......................................................... 25

Enviornmental Componenets Advertisements................................................... 26,27 Enviornmental Graphics............................ 28,29,30 Schopenhauer Quote .............................................. 31

"The greatness of a nation and its moral progress can be judged by the way its animals are treated."

Mahatma Gandhi 1

RESEARCH PROCESS The research process behind Dogs Naturally Magazine was inspired by what makes the magazine so unique and set-apart, as well as the love I have for the brand. Because the magazine is so different than others in the market, it deserves to represented as such. I proposed and set out to give it more minimalism and a modern touch, to make it stand out and imply a fresh and edgy feel. This attracts subscribers and users to its content.

The process of creating this brand has been a consistent process of referring back to the magazine’s old content and website, to keep it within the feel and brand of the company. Its has also been a consistent reference between all the new elements, to be sure to stay within theme and not stray. The result is a fresh and edgy brand, with hand-drawn elements that give it style and fun.

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DESIGNER STATEMENT As an individual and subscriber, why im passionate about Dogs Naturally: As a long time customer, I have been looking to Dogs Naturally for expert and honest advice on giving my dogs the best life. Beginning with their monthly magazine subscriptions, I was introduced to wholesome products and educated on different ways to improving Bear and Buddy’s quality of life. Later, I was lead to the magazine’s website, which provides specific articles and videos to the needs of dog owners.

Soon after, I began the journey of raw feeding and homeopathic medicine and never looked back! The resource and impact that this company has had in my home has been life changing, and I wish to freshen up its branding elements in order to gain it more exposure to other dog owners.

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COMPANY HISTORY What would happen if somebody produced a magazine that showed what holistic health care is really about and how most of today’s dogs are over serviced by the veterinary industry? What if a magazine wasn’t afraid of finally letting holistic vets and experts tell dog owners about the real dangers of vaccines, drugs and kibbles?

Dana Scott asked these questions, and as a result, Dogs Naturally was born as a digital magazine. The real dream however, was to progress the magazine to a print publication in order to gain serious exposure and have credible vets represent Dogs Naturally.

Finally, Julia Henriques, came on board with a background in marketing and banking, allowing Dogs Naturally to publish the very first print issue of March 2011. This wasnt easy, determing to screen advertisers and turn down large corporations due to values.

To this day, Dogs Naturally stands by its ethical, natural products that is represented in the magazine pages.

Through the years, the magazine has attracted the top holistic veterinarians in the field, advertisers, and a subscriber list that is the backbone of it all.

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MISSION STATEMENT Dogs Naturally is born out of a genuine concern about the often misguided standard practices of the pet health industry, and motivated by the heartfelt commitment to promoting safer and more natural dog care and treatment practices.

The primary concern and mission of Dogs Naturally is the health and wellbeing of dogs everywhere, educating one dog lover at a time.

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CORE VALUES homeopathic medicine, natural herbs + oils

raw fish + meat

raw meaty bones

raw fruits + veggies (Mostly, without seeds)

holistic vets + credible resources

healthy supplements + superfoods

safety against shots and medicine

Holistic care

Community

The best holistic vets have DNM’s support. These vets are pioneers and trail blazers who share their vast knowledge and experience with subscribers

DNM is a community and a movement toward better health care for dogs

Ethical advertising

Rich content

DNM turns down any advertisers who dont meet the stringent critera and bring subscribers the trusted companies and prodcuts

You wont find articles about baking brownies for your dogs or knitting them sweaters. DNM will provide valuable resources and a knowledge base that you will want to save for years.

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CUSTOMER PERSONA The subscriber who supports Dogs Naturally is someone who owns a dog(s) and relentlessly seeks to improve their pet’s lifestyle. This individual reads and shares information on the new discoveries in pet science. This individual has a genuine concern about misguided practices in pet health industry and trusts the vets and editors at Dogs Naturally to keep them informed and updated.

On the other hand, a subscriber supporting DNM can be an indivudal who has dogs but may not necessarily have any background and preconceived notions on health.

This individual loves their canine and seeks to give them the best quality lifestyle. Through DNM, this individual is able to become a trailblazer in dog health.

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LOGOS

Old logo The old logo is nice and clean but there isnt much explanation as to why the two words are different colors, yet the chosen colors. There is also an added puppy playing with a ball which I feel adds too much to the design.

New logo

dogsnaturally

The new potential logos are simpler and incroporate the chosen palette, with the blue hue emphasizing freshness, or natural. The logo makes the “dogs� stand out with its freehand attributes and playfulness.

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TYPEFACES ABCDEFGHIJKLMNOPQRSTUVWXYZ Abcdefghijklmnopqrstuvwxyz

Titles/Coffe Mocha Typeface This font reads well as a strong, bold, and decorative typeface. Its a little more bold than the other fonts so it acts well as a larger title font.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Titles/Ley Font Typeface This is a playful font that ties in the Dog theme and Dog pattern. It is interesting enough without being too decorative. It also adds to the natural element of the 'natural’ aspect.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Content/Splendid 66 Typeface This font offers some professionalism and interesting elements. Its directly related to vintage typewriting styles, therefore it reads well in a magazine context.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Special Content/Gloucester MT Extra Condensed This font is used for special cases such as the typeface in the logo or as bold content in advertising graphics. It is taken more seriously.

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COLOR PALETTE +PATTERNS #F47B50 Orange is a joyful, happy hue. This color represents the nature of dogs and the way dog lovers see them -joyful and happy.

#BBE7F9 Dusty blue is an alluring and fresh color. It supports the ideals of Dogs Naturally and pairs well with other hues.

Wrinkled Paper #000000 Automatic Black is a neutral tint that helps tie in the other hues and brings about balance. It also stands out against white space boldly.

The decision behind both wrinkled paper patterns is the play on Dogs Naturally being a magazine publication. It also is a simple and minimalist pattern that doesnt compete with other existing elements, but still adds something extra

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William Pollack, DVM “Eating supermarket pet foods is like eating cardboard.

Every single day. �

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LETTERHEAD dogs naturally M A G A Z I N E The letterhead continues with the simplicity of the brand, carrying out maximum white space with some key features like the handdrawn elements, stylistic type, and company logo. The letterhead also provides important contact information, such as the Magazine Headquarters, the advertising depertmant, and wholesale orders.

Dogs Naturally Magazine PO Box 694 Beeton, ON L0G 1A0

Advertising/Julia Henriques 877-665-1290 EXT 104 Julia@dogsnaturallymagazine.com

Wholesale Orders 877-665-1290 info@dogsnaturallymagazine.com

877-665-1290 info@dogsnaturallymagazine.com

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ENVELOPES dogsnaturally Dogs Naturally Magazine PO Box 694 Beeton, ON L0G 1A0

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BUSINESS CARDS

dogsnaturally

The business card falls in line with the letter head and portrays lots of white space to emphasis the brand and the information provided.

A wholesome, ethical dog publication

The grey background on the front of the business card highlights the blue within the logo subtly, while still staying true to the palette.

Dogs Naturally Magazine PO Box 694 Beeton, ON L0G 1A0 877-665-1290 info@dogsnaturallymag.com

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MERCHANDISE

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PUBLICATION

dogsnaturally February 2017

The Dogs Naturally Magazine is at the core of the company and the main product line for the business. The new publication offers an edgy and modern perspective, while drawing interest and attracting new customers. The old magazine is pictured below.

Vol. 1

WELLNESS

Mirror

fish

remedies

Su p e r foo ond E di t i ur Enriching yo h et wit canines di and ts ne supplem ditivies healthy ad

RAW FEEDING

PLUS: Top Food Companys

BRANDS

ASTAXANTHIN?

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PUBLICATION SPREAD Editor’s Message

Subscriber Feedback

Heres an exciting start to 2017...

Mars Petcare, Purina and Hill’s are facing a class action lawsuit for price fixing.

Editor in Chief Dana Scott

Managing Editor

The anti-trust lawsuit filed in California claims these brands called their foods prescription just so they could charge customers more than was justified for what is essentially the same food as any other over-the-counter food. Hopefully this means the partys over for these rip-off artists. The presecription requirement for v eterinary diets implies theres some sort of special ingredient, medicine or drug in the diet.. but prescription pet foods dont contain any of these.

Julia Henriques

Copy Editor Joanne Keenan

Staff Writers Rita Hogan, Sarah Griffiths, Joanne Keenan

Pet owners are paying four times as much for a prescription diet for pets with bladder issues and theyre essentially paying for salt. A ton of salt appears to be the only " prescription” ingredient in the food and the only medical action is that the salt just makes the animal eating the food drink more and pee more often.

Prescription foods for digestive upset all share one commone ingredient too: sawdust. Sure, they call it cellulose to make it sound expensive and fancy, but its still sawdust and what would dry runny poop up faster than sawdust?

The jokes on us, because we happily fork over $80 for a bag of this crud.

But why do we do it?

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I love receiving Dogs Naturally and reading it cover to cover each time.

- Nicole Bloch

Marketing & Digital Content Stephanie Sant Tammy-Ann Chapman

In fact, their ingredients are usually crappier than most low quality supermarket foods. And their active ingredients are a a joke.

Customer Experience & Social Media Katrina White

DNM Market Most pet owners today can pick up a bag or can of pet food and do a reasonable job of determining a good food from a bad one. Yet so many of us fall for this scam. We love our dogs enough to pay an embarrassingly large amount for thier food and dutifully go to the vet clinic every week or month to buy more. And that love we have for our dogs is being taken advantage of.

So im happy this class action suit is finally calling out these crooks. And hopefully the FDA or somebody will take these claims seriously and finally put an end to this scam.

Dogs Naturally Magazine has always made my day even though I only have one magazine so far, I read it practically every day, cover to cover. I cant wait until January so I can get another one.

Also my number one goal is to have my Lab Bela be on the front cover of on e of these issues. Then I will have two things make my day!

- Olena

Kailan Hollywood

Graphic Design Daniel Ferens

I love the information you let us read.

Most of the time I dont need support, often its reassurance that Im doing fine and common sense treatment of my pets. I write now just to tell you what your articles mean to us and our critters and to thank you for them.

- Elizabeth Milwee Dogs Naturally Magazine has educated me so that I am able to give my dogs a happier, healthier life. Thank you for all the interesting and informative articles. Keep them coming!

- Vicki Kyzar

Send Us Letters We would love to hear from you! Your comments and letters could be published in the next issue. Email at letters@dogsnaturally magazine.come or mail to Dogs Naturally Magazine, PO Box 694, Beeton, ON LOG 1A0

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PUBLICATION SPREAD

Superfood Supplements 5 magical

(you can take too!)

It comes from the wheat plant/ triticum avestivum. It can be cultivated indoors and oudoors, Wheatgrass in a tray or soil, harvesting the leaves before it fully matures. It is extremely rich in iron, magnesium, calcium, selenium, vitamins A, E, and B12. This superfood aids in digestion, blood flow, detoxification, anti-inflammatory, and reducing risk of cancer. It is full of minerals, enzymes and vitamins that help in deconstrucition of proteins by the body. And if that wasnt enough, it help improve the coat of your canine. Start small, increasing over time. Aprox 1 oz. per 20lbs.

Coconut oil is a healthy fat, providing a wide array of benefits. It contains antfungal, antibotic and antiviral

Coconut Oil

properties,balances the thyroid, shiny and healthy coat, reduces allergic reactions, disinfects cuts and wounds and soothes cracked pads, aids in digetive disorders, regulates insulin and prevents diabetes, repels, and cleans teeth. Also try coconut meat and coconut milk as an alternative. Feed daily, up to 1 teaspoon per 10lbs.

Tripe is the stomach of a ruminating animal including cows, buffalo, and sheep.

The stomachs of ruminants have four chambers which systematically break down grasses with a slew of digestive enzymes, Green gastric juices, and amino acids. Make sure it is green and in an unbleached form, Tripe bleaching it changes its nourishing properties. Tripe is also loaded with digestive enzymes and probiotics, containing the perfect ratio of calcium to phosphorus. It contains essential fatty acids, and can aid in dental health.

Furthermore, it treats diarrhea and GI infections, aids digestion, treats chronic constipatio and irritable bowel syndrome, enhances immune system, and lowers the risk of pollen allergies. Feed once a week, up to 2 oz. per 20lbs.

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Raw Whole Eggs

How much happier would you be if you could feed your dog healthy foods that are not only delicious, but can save your dog from expensive and harmful medication?

- Dana Scott

Eggs can be considered a complete food source, since they contain all the nutrients necessary to grow a new chicken. They are also

one of the most complete sources of amino acids, the building blocks of protein. They are a good source of Vitamin A, Riboflavin, Folate, Vitamin B12, Iron, Selenium, and fatty acids. More so, egg whites are high in avidin, a biotin inhibitor.

This is important for cellular growth, fatty acid metabolism, and healthy skin and coat. Feed several eggs a week. Lessen amount if there is evidence of digestive upset.

Turmeric comes from a herb, part of the ginger family and is known for its deep organge color and herbal and medicinal dyes. It’s bioTurmeric active compound is curcumin, which hosts its health benefits. This prime ingredient acts as a spice, but also as a pain reliever, which aids in diets for pets who suffer from ailments and illnesess that cause pain.

Essentially, it is anti everything. It is described by doctors to be the most potent natural antiinflammatories available. It promotes heart health, detoxifies the liver, holds anti-cancer properties, relieves allergies, treats epilepsy, prevents formation of cataracts, treats depression, kills parasites, reduces gas and bloating, treats diarrhea, manages weight, high in fiber and rich in vitamins and minerals. Feed 15 to 20mg per pound of body weight, or 1/8 to a 1/4 teaspoon per day daily per 10lbs of wight.

Choose organic for optimal benefits

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Dr. Ian Billinghurst, DVM “The sad truth is that prepared pet foods help provide patients for vets.�

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DIGITAL CONNECTION MAP Home Free Trial/Mag Supscription Subscriber Reveiws Featured Articles

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About Page The Magazine History Team

Feb 2017 Jan 2017 2016 2015 2014 2013

About

The Magazine History Team

Magazine Feb 2017 Jan 2017 2016 2015 2014 2013 2012

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Representing a thriving community of like-minded vets, breeders, trainers and dog lovers whose mission is to bring out the very best in our four legged friends. Dedicated to ethics and integrity in every aspect of our digital and print publications, Dogs Naturally is your complete resource for natural canine health care.

Meet Dana.

“What would happen if somebody produced a magazine that showed what holistic health did for their pets

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WEBSITE PRODUCT PAGE dogsnaturally

Organic Coconut Oil $14.95

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APPLICATIONS

dogs naturally M A G A Z I N E dogs naturally M A G A Z I N E

Is your dog missing this essential fat?

Is your dog missing this essential fat?

February 12, 2016

Dana Scott When it comes to your dog’s diet, less fat isn’t necessarily better … and not all fats are the same. (Coconut oil is one of the “good” fats and holds many benefits. Click here for more information).

There are several types of fats that should appear in your dog’s diet and they’re organized into three types:

1. Short chain fatty acids (SCFAs) These fats aren’t usually found in food and they’re made by bacteria that live in your dog’s gut and are used mostly by the intestinal cells.

When it comes to your dog’s diet, less fat isn’t necessarily better … and not all fats are the same. (Coconut oil is one of the “good” fats and holds many benefits. Click here for more information).

There are several types of fats that should appear in your dog’s diet and they’re organized into three types:

1. Short chain fatty acids

2. Long chain fatty acids (LCFAs) These common fats are first turned into another fat called triglyceride so they can be either used for energy or stored. Long chain fatty acids are what we often think of when we think of fats and they’re found in most fats and oils, as well as nuts, fish and meats.

Each long chain fatty acid has different healthy effects on the body. Five of these long chain fatty acids oils are essential for the dogs, however they can’t usually produce enough of it and must get in their diet.

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William Pollak, DVM "Survival is insured by commercial food; nothing more; not health, not the robustness for life.�

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A wholesome, ethical dog publication

A wholesome, ethical dog publication

We never lie to you...

The differences are visible.

What if all dog food was this honest?

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A wholesome, ethical dog publication

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A wholesome, ethical dog publication

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ENVIORNMENTAL GRAPHICS

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ENVIORNMENTAL GRAPHICS

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ENVIORNMENTAL GRAPHICS

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"Compassion for animals is intimately associated with goodness of character, and it may be confidently asserted that he who is cruel to animals cannot be a good man."

Arthur Schopenhauer

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Thank you

dogs naturally M A G A Z I N E & Deborah Florea