Work / Case Study
Wooli
Leaving your dog somewhere is a big ask. I built a boarding brand around trust first, and fun right behind it.
Overview
A place you’re glad to leave them.
The challenge
Wooli is a pet boarding company. The business runs on trust: people are handing over a member of the family.
A lot of boarding looks clinical. Chain-link, concrete, kennel photos. Even when the care is good, the brand makes owners feel guilty walking out the door. Wooli needed to win that trust before anyone ever visited.
The approach
Lead with warmth, then back it with confidence. Show dogs actually having a good time, not cages and checklists.
Keep the identity approachable and the voice playful but sure of itself. Use color to say calm and dependable.
The solution
A hand-lettered mark, a confident and playful voice, a palette of calm blues, and a campaign that shows the stay itself. Owners see what their dog’s days will look like, and that does more than any promise could.
01 — Strategy
Trust first. Fun right behind it.
Owners aren’t really shopping for a kennel. They want to feel okay leaving. Every part of the brand had to answer one question: will my dog be happy here?
- 01
Show, don’t promise
Real dogs, outdoors, mid-play. The photography carries the proof.
- 02
Approachable, not cute
A friendly mark and a confident voice. Playful, but never silly about care.
- 03
Calm and dependable
A blue palette that reads steady and clean, the opposite of a clinical white room.
02 — The Mark
Written by hand.
The wordmark is hand-lettered so it feels like a person, not a facility. It’s loose and friendly, and it still holds up at small sizes. It works in white over photography, as on the cover, and on every color in the palette.
03 — Color
Big sky blues.
Blue does the trust work. Deep navy anchors the system and reads dependable. Field Blue brings the energy. Pale blue and white keep everything clean and open.
- Navy#0F2A6F
- Field Blue#4375F2
- Pale Blue#DFE9FF
- White#FFFFFF
04 — Campaign
Show the stay.
The campaign does what kennel photos can’t: it shows the stay itself. One poster leans into the fun, and the other says it straight: This is what boarding looks like. Same mark, same blues. Both answer the owner’s real question before they ask it.
