Brand strategy and identity for Pawlee, a digital pet journal app
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.
Goals
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
The Results
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
Services
Brand Strategy
Visual Identity
Brand Guidelines
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Posted Aug 25, 2025
Brand strategy and identity for Pawlee, designed to bring warmth and clarity to pet care while shaping the app’s future design.