Pawlee is an upcoming app that makes pet care simple and strengthens the bond between pets and their owners. It works as a daily log and diary for tracking behaviors, routines, and health, while helping owners stay consistent and connected.

Before moving into development, the team needed a clear brand strategy and identity to guide design and engineering.

Create a warm yet trustworthy brand identity that reflects Pawlee’s mission of strengthening the bond between pets and their people

Build a design system that feels modern, warm, and approachable for all pet owners

Provide guidelines that ensure consistency across app UI, communications, and marketing

A custom logo system with a smiling pet-inspired symbol, paired with a clean wordmark

A fresh color palette drawn from nature, balancing calm and vibrancy

Typography system for a friendly yet structured tone

Visual elements and UI foundations (shapes, buttons, iconography) ready to support app design

A brand guidelines document to ensure clarity and consistency as the product grows

Brand Strategy

Visual Identity

Brand Guidelines