Being Agency has collaborated with upcoming app Dogs on Ground, to produce a playful, ethical identity that revolves around dogs.

With International Dog Day around the corner (Monday 26 August) the brand’s soft launch comes at a good time.

Aiming to overhaul a common culture of dog ‘ownership’, the app will provide a fun, educational platform for people to connect over their shared love of dogs.

Though Dogs on Ground is an app with an ethical, educational focus – helping people determine the best dog for their lifestyle, connecting people who have recently lost their beloved dogs – it’s also an app that revolves around the spirited side of these amazing animals.

A neatly balanced wordmark functions as the brand’s main logo, employing a rounded typeface to balance strong caps.

Encouraged to avoid cliched iconography like paw prints, icon design adapts the title D into a framing device, providing future versatility for marketing applications.

Drawing inspiration from natural and urban environments, brand design incorporates a grass, mud and brick palette to evoke warm feelings of playing in the park.

As people of all ages, cultures and creeds love dogs, the Dogs on Ground personality speaks to everyone. Adopting a polite, educational tone, the brand frames statements to make an impact – encouraging app users to consider their role in a culture of animal ownership.

Though content is often instructional, it is never condescending. Rather, Dogs on Ground strives to be friendly, approachable and empathetic in its interactions, serving as a conduit to facilitate common connections.

The website and app continue brand design through warm, earthy tones, block colour divisions and emotive imagery.

A 50/50 divide of colour blocking and photography adds substance to the visual identity without introducing unnecessary clutter.

Portrait and action photography depicts subjects at their very best, highlighting each dog for his or her own unique personality.

Shooting in natural environments to further integrate the brand palette, warm lighting adds an emotive depth to the suite.

Being Agency’s account director and design lead on the project, Chris Croker commented: “I am incredibly passionate about dog rescue, and was thrilled to have this project come into Being Agency.

“Mina’s focus on promoting an ethical dog community was the hook that brought me in; the fact that Mina wanted my rescue dog Luna as the poster girl for the company is testament to that.

“It’s always wonderful to have a relationship with a client where the respect is mutual and the passion is equal.”

Croker added: “I speak for the entire team when I say we couldn’t be more proud of what we’ve created for Dogs on Ground.”

Being Agency is incredibly proud to have contributed to such a meaningful project and hopes to collaborate on similar brands in the future.