Birchbark Dog Training started when Tommy adopted Loki, a Rottweiler needing behavior modification. Disappointed with local trainers, Tommy evolved his understanding of dog psychology. His approach values empathy, proven methods, and lasting bonds, offering every dog a chance for transformation. 

Me and Birchbark teamed up to build a brand strategy and create their own unique visual brand identity. The main objective was to differentiate the brand from other dog trainers in the area and attract owners of big dogs. To achieve this we focused on creating a logo with a big dog, instead of making it intimidating we made it inviting and calm. 

Initially, the target audience was very broad, it was any dog owner in the area. We decided to pivot and focus on big dog owners, and owners who had typically aggressive or scary dogs. He wanted to show that the big dogs can be transformed and become new. 

The second step of the strategy was to build a visual identity that would be relevant to the target audience and appeal to them. 

Calm • Earthy • Strong • Grounded • Bold

To attract the audience of big dog owners, we decided to completely differentiate ourselves from other dog trainers with earth-toned colors, and calm & strong symbolism. In order to highlight a calm, earthy, and grounded brand identity we included a serine cabin and a strong and calm Mastiff dog. 

The imagery style is focused on a calm, pleasant mood with natural colors. Highlighting tans, browns, and calm dogs. This will help to make the brand more approachable and inviting to big dog owners. 

Birchbark Dog Training's brand design is a harmonious blend of calm, strength, and approachability. Crafted to appeal specifically to big dog owners, the logo features an inviting portrayal of a big dog, shifting away from intimidation. Earth-toned colors and serene imagery, including a poised Mastiff, establish a grounded and inviting visual identity.

This design encapsulates Birchbark's commitment to positive change, making it an inviting and approachable choice for owners seeking transformation for their canine companions.