Pawesome Studio

Overview 🔎

This project was a collaboration with a group of my university students. As pet lovers, we decided that we wanted to start a small business that involved something caring. We wanted to preserve our fur babies’ memories with a touch of humor and fun. We developed a branding strategy, brand identity, and a small advertising campaign that included postcard designs and delivery at a public park with dogs, and an Instagram page with a brand awareness organic goal for a month. We grew from zero to 40 followers in less than a month.



BRAND DNA

Brand Purpose

We believe each pet has a unique personality. Through photography, we capture the emotional connection that we have with our best furry friends, making it possible to immortalize special moments with them that will transcend forever.

Brand Vision

We aspire to develop different experiences and a new way to make photographs. We want to inspire families by creating funny and memorable memories that will draw up a smile, even on the saddest of days. Our ultimate goal is to leave our footprint and help animals in need, so we intend to donate a percentage of our earnings to needy animals.

Brand Mission

We are committed to providing an original, dynamic, creative, and fun experience with each session. We seek connection with pets and their owners. We want to be a part of the stories behind each photograph and create loving memories that will last forever.

Brand Values

Authenticity, creativity, innovation, ethics, trust, patience, and empathy.

Audience

We have two brand personas. The first is a non-binary 20-year-old generation Z person, who is a student and a pet lover. They love working out, listening to music, and going on walks with their dog every single day. They’re introverted, young, kind, and funny, and they want to make a big difference in the world. Our second persona is a 36-year-old millennial woman who lives with her boyfriend in Mexico City. They’re also pet lovers, and they don’t want to have children, so their pets are like their kids. They love to hang out with their other millennial friends, and they enjoy drinking beer, going out to concerts, and going to the movies.

Difference

With our unique approach, we help young pet lovers, who want a fun and unique photo session, but don’t want to stress out their furry friends, to preserve a perfect memory of their pets in an original and NON-STRESSFUL way. We capture spontaneous and genuinely unique moments without altering the unique state of our audience’s pets.

Brand Personality

Archetype

• 70% of the everyman: We are friendly, humble, and authentic. We have a belonging sense of being, and we seek inclusion, connection, and equality.
• 30% the magician: We’re visionary, and we want dreams to come true by transforming reality into a beautiful commemoration.

Tone of voice

Warm, friendly, adaptable





Core Messaging

We help young and not-so-young people who want to photograph their pets in a relaxed environment to immortalize specific, unique, and memorable moment of their furry friends.

Our customers feel like there are not many options, and they’ve encountered the worst service. They’re also concerned about their pet’s well-being, and most photographers are very rigid in their shoots. They’re looking for something more relaxed that captures the real essence of their pets.

Although there are other alternatives out in the market, we focus mostly on avoiding a rigid pose and a stressful environment. We concentrate on connecting with the pets and the owners in a friendly and calm way so that the photoshoot takes place in a natural and spontaneous way.

Our core values are

• Authenticity: We align our processes with our audience’s pet’s needs, and each experience is completely unique.
• Creativity and innovation: We organize distinctive sessions with unique results. We encourage the diversity of pets, so we capture those unusual, but fun situations without forcing poses.
• Ethics, trust, and patience: We get 100% involved in the needs of each of our furry and not-so-furry clients. We show patience and respect for each animal.
• Empathy: Besides our work with pets, we are empathetic with animals in refugees and in the streets. We donate a percentage of each session to animals in need.

Tagline

“Haz tu lomito infinito”- The word lomito is a Mexican colloquial expression we use to refer to our pets, and it rhymes with infinito(or infinite), so we basically make pets infinite through the lens of the camera.



Brand Identity Design

The Logo









Our logo, which is a combination mark, represents what we do. A dog that’s not showing its face, but its tail instead, gives us a clear picture of the type of work we do: capture the real essence of our pets. Pet photography is usually stressful for the animals, and very rigid. We capture unique moments that aren’t staged, but spontaneous and funny, and most importantly, not stressful for our fur babies.







| Project Deliverables

• Full branding strategy
• Logotype
• Brand Identity Design
• Social Media Strategy
• Postcards for Offline Advertising