Pawtopia Dog Rescue | Website Design + Branding

This project originally started as a wireframe for a real-life dog rescue, but after getting ghosted (rude!), I decided to bring it to life anyway. Instead of letting it collect dust in the archives, I transformed it into a passion project under a fictional brand: Pawtopia.

The goal? To create a rescue site that felt as approachable and joyful as the dogs themselves. The website showcases a judgment-free adoption process while weaving in playful personality through bold colors and interactive elements.

One common frustration I saw in online discussions was how complicated and discouraging the dog adoption process can be. Between strict requirements and endless forms, many people feel overwhelmed by traditional rescues. That’s why it was important to highlight Pawtopia’s smooth, no-stress process brought to life through a sticky scroll feature that walks users through each step.

Since this was a creative passion project, I curated all the visuals using fun, quirky images from Dupe Photos that give each dog their own spotlight. Paired with the brand’s colorful palette, the site feels inviting, energetic, and totally one-of-a-kind, just like the dogs it represents.

For this brand, I created a playful, vibrant brand identity that breaks away from traditional rescue aesthetics. The goal was to create an inclusive, feel good vibe that celebrates the joy of pet adoption while still feeling modern and intentional. From the warm, optimistic color palette to the bold type choices, every detail was designed to feel inviting, spirited, and full of heart.