BEN
this is __________ .
Ben loves __________________. HIS GIRLFRIEND
s e v o l ! s g do
His girlfriend __________________.
Ben really doesn’t.
But he will!
PERSUASION
After much discussion, Ben and his girlfriend decide to look for a dog.
Ben and his girlfriend agreed: they would buy from a breeder and avoid shelters at all costs.
But the breeders cost much more than what Ben is willing to pay.
So despite their original wishes, the pair head to Wayside Waifs, a local animal shelter.
where they meet a little dog named fenby who changes the idea of what an animal shelter should be.
out with the old
stuffy depressing generic desperate
fenby's companionship inspired ben to open his own animal shelter that valued a different set of priorities.
in with the
companionship personality learning positivity
Ben decided to name it after little Fenby’s two favorite activities.
more personal than a pet store more educational than city shelters more positive than animal control
Animal shelters nation-wide suffer from low adoption rates.
low adoption rates
why?
negative views on adoption
pets relinq uish by ow ed ner
why?
why?
“problem� animals
lack of experience
harder to train
too expensive
prefer puppies/kittens
lack of education unrealistic expectations
why?
a lack of pre-adoption education & post-adoption resources
Wayside Waifs currently operates in a way that seems to cut ties once the adoption process has been completed.
but it just doesn't make sense to cut ties with what could be
your best resource
cuddle & fetch knows adopting a pet can be a big change. which is why we are here for you, every step of the way.
your pet
you
our staff
& here's how:
companion matchmaking services pre-adoption education pet training support groups
and all with a dash of personality & a heavy serving of positive vibes
cuddle up to a new animal shelter
the new mark The new logo is a fresh, friendly take on the typical identity of an animal shelter. No paw prints, no sad puppies. The ampersand is the focus, to emphasize the importance of the bond between a person and their animal companion.
the brand The Wayside Waifs branding suffered from a lack of consistency and personality, and replaced the missing with a giant dose of negativity. The brand did not stand out from other shelters, and the stock photography felt impersonal. The ďŹ x? Make each new pet-to-family match feel special.
airplane
Airplane is friendly, playful, and has a certain offbeat charm to it that gave the cuddle & fetch brand some legs to stand on.
American Typewriter
The personal effect of a typewritten letter, yet still polished enough to use for large bodies of text. The ampersand had great personality and reected the curves and tails of the pets we love.
your companion matchfinder
benefit
cuddle & fetch provides pet adoption and resources for those located in and around the Kansas City area.
positioning
For those looking to adopt, cuddle & fetch provides pre-adoption education and post-adoption resources, including discounted veterinary care, training, and support groups for senior animals, or pets with disabilities or health problems. These resources will ensure a healthy and lasting companionship.
styling
Honesty, Friendly, Informative, Approachable, Modesty, Reliability, Trustworthy, Compassionate
mission
To empower adopted pet owners and stimulate successful and permanent homes for the animals. Adoption should be about finding your perfect match.
vision
All humans should feel more apt to adopt and in doing so, feel empowered and prepared to create a lasting companionship.
values
Is trustworthy, Is progressive, Cares, Is helpful, Is educational, Is a partnership
it’s all about ďŹ nding your match. the yin to your yang.
a matchmaking app
match
meet
The match & meet app allows people to ďŹ nd their perfect animal companion through a simple matchmaking questionnaire. Once the questionnaire has been completed, the user is presented with their perfect pet counterpart at a shelter near them. They then have the option to schedule an appointment with the shelter to meet their match. The app also provides educational materials to ensure potential adopters are educated enough to ďŹ t a pet into their lifestyle. A fun app for serious adopters and people looking to see what their pet counterpart looks like.
bring on the cuddles
emily austin Designing for Change Fall 2012