Staaay. Design Direction After generating a range of concept’s for the brief we decided to focus on a more unique and untouched audience. We wanted to produce a budget dog hotel, that would provide a friendly service with little fuss and a no nonsense attitude for the dog’s owner. We steered clear from the usual ‘dog hotel’ or ‘dog resort’ and played to a different audience. This was an audience that was concerned about the professional care of their dog, and not whether the dog was getting a ‘holiday’ too.
Staaay. Concept The name was born from a simple command giving to dog’s. We stylised the spelling in order to make it sound more accurate to the pronunciation of the owner when telling the dog to stay. This also softens the imperative nature of the word, and gives it a more friendly aesthetic. The brand concept would be that ‘Staaay.’, would always be accompanied by ‘The dog’s ________’, which is a reference to the phrase ‘the dog’s bollocks’. This concept acts a platform for a user generated type, which gives the branding a more human aesthetic. The concept also relates to our audience further by using the same terminology that our audience would use in their day to day life. Our audience would describe things as ‘the dog’s bed’, or ‘the dog’s food’, and maintain the idea that the dog is a dog, and not a human.
Staaay. Identity We applied the concept over a range of appropriate products and reated a visual language based on a no nonsense approach, and a budget aesthetic. The budget aesthetic is created by using an extra bold sans serif (Sharp Sans Extra Bold) and a dark brown (C=52 M=90 Y=100 K=61). The imagery is half toned in order to reinforce the budget aesthetic.
Staaay. Promotion The promotion would follow the same aesthetic tone as the branding. The promotion would be printed on recycled stock to continue the visual language through to production. The content of the promotion is copy led, and takes a tongue in cheek approach to advertising. The context for this artwork could be applied to flyers, or posters placed in appropriate contexts, such as a vetinary surgery, or a pet shop.