DogTV
Agency: TheLab
Role: Art Director and Designer
Team: Andrea Palaban (Creative Director), Liz Dibello (Creative Lead and Animator), Claire Purcell (Copywriter) Celeste Martearena (Photographer)
DOGTV is a unique streaming service for dogs, that touches both the entertainment and wellness spaces with science-supported content designed to alleviate stress and anxiety for dogs throughout the day.
They approached us to modernize their current brand and capture the attention of a mainstream audience without alienating the existing viewership. We wanted to incorporate an identity that brought more life to the brand and showcased dogs’ creativity and imagination.
We worked closely with the DOGTV team to create an all-new design system, a comprehensive brand book with guidelines and use cases, and a toolkit of over 70 assets spanning broadcast, marketing, and digital channels.
The art direction was updated to encapsulate the unique bond between dogs and their humans, and introduce pet parents into the brand photography for the first time. We also captured images at a macro-level to highlight detail and show the range of dogs’ emotions.
We refreshed the logo to bring in movement and play while preserving the heritage of a much-loved symbol.
DOGTV’s new style channels joy with a colorful new palette, a playful illustration suite, and a new brand font — Ginto Nord.
The identity system was applied across various marketing channels and a new broadcast toolkit for their streaming service content.
All animation by Liz DiBello
