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goDog Rebrand 2024

Project type

Branding & Identity

Role

Brand Designer

goDog is a nationally distributed pet toy brand known for its durable, playful dog toys. I co-led the redesign of its visual identity and packaging alongside the senior designer. The original branding, untouched since 2015, was busy, outdated, and lacked shelf appeal in a rapidly evolving pet market. The goal was to make goDog feel fresh, fun, and competitive again, especially at retail giants like Petco, Target, Walmart, and Amazon.

goDog 2024 Brand Guidelines

As part of the core brand team, I collaborated with the Senior Designer and Creative Director to reimagine the goDog visual identity. This rebrand encompassed everything from color refinement and typography to packaging templates, iconography, and illustration systems. I also laid out the internal brand guide, establishing design standards that could scale across packaging, digital, and marketing applications.

Typography & Color

I led the precise refinement of the goDog brand color palette, carefully matching Pantone swatches and converting them to CMYK values that retained vibrancy and print consistency. I ensured accurate color reproduction across print and digital by testing against physical swatches and adjusting screen-to-print tolerances. On the typography side, I selected the final display font after the original choice was deemed too distressed for legibility—ensuring strong brand voice while meeting readability needs across channels.

Illustration & Logo + Assets

I contributed to the redesign of the Chew Guard icon—replacing the outdated version with a modern, bold shield illustration that matched the rebrand’s graphic style. I also created and refined branded callout boxes for packaging and social use. As part of the illustration system, I helped define the goDog dog style and produced numerous character illustrations, using AI-assisted workflows to ensure stylistic consistency.

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Create Your First Project

goDog Rebrand 2024

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