The Challenge
Paradise Pet Parks had been operating for over seven years and wanted to update their branding to create greater visibility as they expanded into new markets. Already well known for ‘doggy daycare’ and longer-term boarding facilities, they needed to ensure their audiences clearly understood the full breadth of services available – from dog training and boarding to day-trip adventures – each delivered with the highest levels of professionalism and care for their beloved four-legged family member.
It’s a dog thing.
The Strategy
Rather than simply update the existing logo, we worked through a strategic process to shape the creative process. We looked at the category, the business and the customers to identify exactly what gives Paradise Pet Parks a competitive advantage for each of their services. We reviewed the things they were known for, what their customers valued and, ultimately, how dogs benefited. These insights then guided the development of a new brand positioning that underpinned all communications.
Whilst they couldn’t speak for themselves, the excited behaviour of dogs demonstrated the joy they experienced at Paradise Pet Parks. Accordingly, the positioning we arrived at was: Dogs Love Us. Beyond the new brand communication strategy, we also developed a custom marketing plan to answer the key business objectives for the next 12 months.
The Creative
Tonally, it was essential for the visual design elements to reflect care, fun and expertise. But they also needed to be unique and highly visible. Working closely with the client, we arrived at a colourful new creative direction for the Paradise Pet Parks logo, along with a refreshing brand personality that could be brought to life across multiple communication channels. From designing new signage, uniforms and collateral to their instantly recognisable Adventure Bus, the direction enabled clear, consistent and memorable branding. We also partnered with the clients’ existing digital partner, IT Basecamp, to update the website and reflect their full service offering to ensure the new branding carried seamlessly into their digital presence.
The Results
Launched recently with a special open day and ‘rebranding festival’, the Paradise Pet Parks team has thoroughly embraced their new branding, already using it at one of the Pet Care Industry’s largest annual expos in Sydney. Whilst only the beginning of our relationship together, it’s clear the changes have provided a solid platform for continuing with implementing the strategic plan.
Whether you’re on the South Coast, Wollongong, Sydney or Canberra, if you would like to know how to create greater visibility for your small business, get in touch today.
