A brand that walks with purpose.
Driven and built on purpose, this is where bold thinking meets care and awareness.
The Brief
A showcase of our most recent structural identities, editorial designs, and digital platforms. Focusing on clear hierarchy and brutalist principles.
The Problem
The disappearance of physical third spaces is contributing to increased loneliness by reducing opportunities for spontaneous, low-pressure interaction (McGowan, 2021).
INSIGHTS
After visiting the selected spaces, I spoke directly with the people these environments are intended to serve in order to understand their needs and behaviours within those settings. Conducting research in person allowed me to observe how the spaces were currently used, identify gaps in social interaction, and recognise opportunities for meaningful engagement. These conversations and observations helped ground the project in real experiences rather than assumptions. By understanding the atmosphere, routines, and challenges of these environments, I was able to develop three initial routes that respond directly to the context of the space and the needs of the community. After the Interim Critique, I pursued one of the route guided by Industry professional feedback.
the brand
Welcoming third-space system that prioritises consistency, accessibility, and shared participation. Rather than one-off social events, the interventian would operate through repeatable weekly gatherings held at the same time and place, creating predictability and psychological safety.
More than a brand, the project aims to respond to the growing issue of loneliness and declining mental wellbeing among older adults and the animal welfare crisis in UK.
By introducing rescue dogs as a natural catalyst for conversation and companionship, the initiative encourages gentle physical activity, emotional connection, and community engagement. The brand therefore functions as a facilitator for real-world experiences that strengthen socially and improve wellbeing within the local community and shelters.
the WEBSITE
The website acts as the main digital platform where people can learn about the project and understand how to get involved. It provides clear information about the walks, the values behind the initiative, and the impact the community can have on rescue dogs. The platform also allows users to register for walks, donate to shelters, or purchase community merchandise that supports the initiative. By bringing all these elements together, the website helps the brand stay accessible, organised, and easy for people to engage with.
ASSETS
Community-based items such as the tote bag, walker water bottle, and volunteer t-shirts help reinforce the sense of belonging among participants. These elements are designed to be practical for outdoor activities while also strengthening the identity of the group. Smaller details, such as dog collars and lanyards that share the same visual pattern, help extend the brand into the experience itself. By applying the identity across multiple formats, the project shows how the brand can function as a cohesive system that supports social interaction, visibility, and community participation in the park.
Built to bring people and animals together.
It is meant for people seeking meaningful relationships and new opportunities to connect, share experiences, and feel part of a community with purporse. People above 60 years of age that found themselves experiencing loneliness, looking for emotional and meaningful activities to fulfil their lives.