The Dogstar effect

The Dogstar effect


Brand Identity

November 2020

Animal welfare charity, Dogstar Foundation needed a brand overhaul. They approached us looking for a new identity, and a platform to help raise more funds. 

Dogstar are a charity in Sri Lanka, founded by two ex-London Underground staffers after escaping the trauma experienced working with the recovery teams at the 7/7 London bombings.

They needed a more distinctive identity and tone of voice to clearly communicate the work they do to improve animal welfare, and the lasting impact their work on the communities they work alongside. They sought a positive story about their work that avoided typical shock tactic communications.

The core idea: ‘The Dogstar Effect’ represents the charity’s dogged determination to make an impact on animal welfare, and how small acts of kindness to animals can create a ripple effect in the wider community. The dogstar character is brought to life in the logo and is given further personality through animation, presenting a first-dog perspective on the world they’re inhabiting. And the call to action: Be a Dogstar is a direct ask to supporters, volunteers, staff, collaborators, to go above and beyond to help more animals.

Texture found ways to extract from us all the history, all the feeling and all our needs, to create something wonderful, without us realising it was being done. And as a result, our non grant income is up 122% on last year, which has helped us stand strong during the global pandemic.

Sam Green
Founder, Dogstar Foundation

The Dogstar logo was designed to celebrate all the charisma and imperfections of the Sri Lankan street dog. In the charity’s advertising, our Dogstar tells the viewer how hard it is to be a street dog, but how with small treatments and changes to people’s behaviour, life can be so much better for everyone.

Across the identity, gentle wit is expressed with big, bold typography. Flat colour is contrasted by a distressed texture within the graphic assets. And all the elements come together to express the imperfect world of street dogs, alongside the focus and clout of the charity. 

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