this is __________ .BENthis is __________ BENthis is __________

Ben loves __________________.HIS GIRLFRIENDBen loves __________________.HIS GIRLFRIENDBen loves __________________.

Ben loves __________________.

His girlfriend __________________.loves dogs!

Ben really doesn’t.Ben really doesn’t.Ben really doesn’t.Ben really doesn’t.

But he will!

After much discussion, Ben and his

girlfriend decide to look for a dog.

PERSUASION

After much discussion, Ben and hisAfter much discussion, Ben and hisAfter much discussion, Ben and his

girlfriend decide to look for a dog.girlfriend decide to look for a dog.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

stuffydepressinggenericdesperate

out with the old

fenby's companionship inspired ben to open

his own animal shelter that valued a

different set of priorities.

in with the

companionshippersonalitylearningpositivity

in with the

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

negative

views on

adoption

petsrelinquishedby owner

why?

why? why?

“problem” animals

harder to train

prefer puppies/kittens

lack of experience

too expensive

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.

youyourpet

ourstaff

& here's how:

companion matchmaking services

pre-adoption education

pet training

support groups

& here's how:

and all with a dash of personality& a heavy serving of positive vibes

cuddle up to a new animal shelter

the new markThe new logo is a fresh, friendly take on the typical identi-ty 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 Wayside Waifs branding suffered from a lack of consis-tency 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 fi x? Make each new pet-to-family match feel special.

airplane Airplane is friendly, playful, and has a certain off-beat charm to it that gave the cuddle & fetch brand some legs to stand on.

AmericanTypewriter

The personal effect of a typewritten letter, yet still polished enough to use for large bodies of text. The ampersand had great personality and refl ected the curves and tails of the pets we love.

the brand

yourcompanionmatchfinder

benefitcuddle & fetch provides pet adoption and resources for those located in and around the Kansas City area.

positioningFor 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.

missionTo empower adopted pet owners and stimulate successful and permanent homes for the animals. Adoption should be about finding your perfect match.

visionAll humans should feel more apt to adopt and in doing so, feel empowered and prepared to create a lasting companionship.

valuesIs trustworthy, Is progressive, Cares, Is helpful, Is educational,Is a partnership

stylingHonesty, Friendly, Informative, Approachable, Modesty,Reliability, Trustworthy, Compassionate

it’s all about fi nding your match.the yin to your yang.

a matchmaking app

The match & meet app allows people to fi 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 po-tential adopters are educated enough to fi t a pet into their lifestyle. A fun app for serious adopters and people looking to see what their pet counterpart looks like.

match meet

bring on the cuddles

emily austinDesigningfor Change

Fall 2012