Charcoal & Friends needed a brand that could do double duty: professional enough to signal quality grooming, warm enough to make pet parents feel like they'd found their dog's new favorite hangout. I led the identity design and built out the initial social media system to launch the brand's presence.
2024
CREATIVE DIRECTION
BRAND DESIGN
A logomark with a built-in story. The ampersand and a pet silhouette combine into a single custom glyph—the "&" in "Charcoal & Friends" literally becomes the shop's icon, giving the brand a mark that's ownable and instantly recognizable at any size.
A palette that skips "clinical." Deep green, warm orange, and periwinkle replace the sterile white-and-blue of typical pet care branding, landing somewhere between cozy neighborhood shop and well-run business.
A full typographic and applications system. Wordmark, monogram, iconset, and color combinations were built out for everything from Instagram profiles to service badges, so the brand holds up across every touchpoint.
Social content built around community, not just services. The "BFF Club" member cards, grooming process breakdowns, and pet-parent humor posts turned routine service content into something people actually want to engage with, building brand affinity alongside bookings.
Charcoal & Friends needed a brand that could do double duty: professional enough to signal quality grooming, warm enough to make pet parents feel like they'd found their dog's new favorite hangout. I led the identity design and built out the initial social media system to launch the brand's presence.
2024
CREATIVE DIRECTION
BRAND DESIGN
A logomark with a built-in story. The ampersand and a pet silhouette combine into a single custom glyph—the "&" in "Charcoal & Friends" literally becomes the shop's icon, giving the brand a mark that's ownable and instantly recognizable at any size.
A palette that skips "clinical." Deep green, warm orange, and periwinkle replace the sterile white-and-blue of typical pet care branding, landing somewhere between cozy neighborhood shop and well-run business.
A full typographic and applications system. Wordmark, monogram, iconset, and color combinations were built out for everything from Instagram profiles to service badges, so the brand holds up across every touchpoint.
Social content built around community, not just services. The "BFF Club" member cards, grooming process breakdowns, and pet-parent humor posts turned routine service content into something people actually want to engage with, building brand affinity alongside bookings.
Charcoal & Friends needed a brand that could do double duty: professional enough to signal quality grooming, warm enough to make pet parents feel like they'd found their dog's new favorite hangout. I led the identity design and built out the initial social media system to launch the brand's presence.
2024
CREATIVE DIRECTION
BRAND DESIGN
A logomark with a built-in story. The ampersand and a pet silhouette combine into a single custom glyph—the "&" in "Charcoal & Friends" literally becomes the shop's icon, giving the brand a mark that's ownable and instantly recognizable at any size.
A palette that skips "clinical." Deep green, warm orange, and periwinkle replace the sterile white-and-blue of typical pet care branding, landing somewhere between cozy neighborhood shop and well-run business.
A full typographic and applications system. Wordmark, monogram, iconset, and color combinations were built out for everything from Instagram profiles to service badges, so the brand holds up across every touchpoint.
Social content built around community, not just services. The "BFF Club" member cards, grooming process breakdowns, and pet-parent humor posts turned routine service content into something people actually want to engage with, building brand affinity alongside bookings.
