WoofPark: A Modern Twist to Dog Spaces

Victor Quiroz's Award-Winning Brand Identity Design for Dog Daycare

The project was conceived with the goal of creating a brand that was not only memorable but also had a modern appeal. The brand identity needed to be clean yet playful enough to attract the targeted audience. The future goals of the brand include trademarking their own products and services across several channels.

What sets WoofPark apart is its inspiration drawn from the bond of happiness between dogs and their owners. The brand identity was designed to reflect this joy and playfulness. It was complemented with emotive typography, fresh colors, engaging text copy, and an upscale look and feel with images to suit the market for which the brand was intended.

For this project, the team relied heavily on printed media, specifically offset printing, and to minimize the ecological impact, most of it was printed on sustainable paper sources or distributed digitally. The careful distribution of typography and the balance of selected images brought each of the communication pieces to a quality level, and the smart text copy gave the premium feel and final touches to a well-balanced and straight message.

The project started in Mexico City in 2017 and is still ongoing. The underlying research for this design involved visiting and learning about places that offer similar services. The team noted the lack of brand and design in this field. The vision of the company was to create a completely different experience for the dogs and the owners by compelling them to pay a premium price for a better service, communicated through the design and visual communication created.

One of the major challenges was to create a brand that would resonate with dog owners without being too cute and deliver a visual result that a company could embrace and grow. Part of the challenge was to upscale service and a product that typically falls on the cheap side and is often related to poor service and low standards. With WoofPark, the team wanted to give the dogs and the owners a place and a brand they can feel proud of and a part of.

The project is based on the creation and conceptualization of the Brand, including naming, applications, web page, and corporate identity of a Dog Daycare and Hotel in Mexico City. The results were better than expected and the WoofPark community is now one of the most important in the dog business in Mexico, with plans to open more branches soon across the country.

The project was awarded Silver in A' Graphics, Illustration and Visual Communication Design Award in 2019. These designs, admired for their strong technical characteristics and splendid artistic skill, showcase a remarkable level of excellence and introduce positive feelings, amazement, and wonder.