Gerlin's Dog School

This project was a particularly enjoyable one. A friend of mine, Gerlin, approached me to create a visual identity for her dog training school. With considerable creative freedom over the direction, I began the process by exploring a wide range of dog silhouette sketches and concepts.

After refining the strongest ideas on paper, I moved into Adobe Illustrator to develop them as vector graphics. Through multiple iterations, the final concept emerged from a negative-space approach, where the overall shape subtly forms a dog's face. The result is a clean, memorable mark that balances simplicity with personality.

One of Gerlin’s key requirements was to include blue and yellow color variations. These colors were chosen intentionally, as dogs perceive blue and yellow more distinctly than other colors due to having only two types of cone receptors in their eyes. Incorporating these variations helped align the brand identity with its audience in a thoughtful and meaningful way.

In addition to the logo, I designed a set of social media templates for sharing client testimonials, training tips, and inspirational quotes, ensuring a consistent visual presence across digital channels.

The project was met with great enthusiasm, and Gerlin was delighted with both the final outcome and the collaborative process. For me, it was a rewarding opportunity to combine creativity, problem-solving, and a personal passion project into a cohesive brand identity.