Dolly Goodpuppy Society
Dolly Goodpuppy is dedicated to preventing pet surrenders by educating the public and helping find forever homes for the dogs in their care. When tasked with creating a new identity for the organization, I wanted to evoke the excitement and joy that comes with adopting a pet. Inspired by the bold, thick-lined designs of Lance Wyman from the 1970s, I crafted a visual identity that captures the energy and optimism of bringing a new dog into a family.
Above: Examples of website sliders that were created at the time of the launch of the initial rebrand.
For Dolly Goodpuppy, I wanted the logomark to be simple and approachable—something that could be easily drawn by a child, giving it a sense of universality. Dolly, the mascot of Dolly Goodpuppy Society, was designed with several variations: with a frisbee, without it, and with a halo in her mouth. The version that stuck was the one with the halo, symbolizing her inherent goodness. Despite her playful mischief (like chewing on her own halo), Dolly remains a lovable, good pup at heart.