Best Friends Home Brand Identity by Lee Selsick

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DESIGN DETAILS
DESIGN NAME:
Best Friends Home

PRIMARY FUNCTION:
Brand Identity

INSPIRATION:
We were inspired by the unique and beautiful stories of the animals and their owners. Filled with a range of emotions, sometimes witty and always empathetic, they were all very touching and provided a rich and positive source of relatable content. We decided to clearly articulate these stories to engage a broad audience with the aim of inspiring more people to either adopt their own animals or donate to the Home whilst sowing the seeds for lifelong relationships to blossom.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The Lost Dogs Home is the most significant animal shelter in Melbourne (and Victoria) and has been since 1910. The brand had become unfit for purpose for numerous reasons and we were briefed to rename and redevelop the brand, to bring it up to date, and make it relevant again. We know that each and every animal and their human partner has innumerable stories to tell, emotional, nuanced and often very witty. By telling these stories, we have brought the Home's brand to life.

OPERATION / FLOW / INTERACTION:
Unique yet archetypical stories which instantly grabs the audience's attention that allow the brand to actively interact with them at a deeper emotional level. A simple visual communication which includes a strong story, a hero pet image and a logo locked-up consisting of the word Home plus the animal’s name, at the bottom corner. A minimal, clean background is also utilised. Integrating all these elements results in a clearer message being delivered to the audience.

PROJECT DURATION AND LOCATION:
This project launched in February 2019 and is ongoing.

FITS BEST INTO CATEGORY:
Graphics and Visual Communication Design

PRODUCTION / REALIZATION TECHNOLOGY:
Business cards, letterheads, adoption kit consisting of folders and paperwork, cotton bags, staff’s shirts, notebooks, posters, social media and website

SPECIFICATIONS / TECHNICAL PROPERTIES:
As a multimedia campaign, we have created numerous design collaterals in different sizes and materials.

TAGS:
dog, cat, pet, home, nature, brand, animal, shelter, paw

RESEARCH ABSTRACT:
Research involved the collection of anecdotal stories of pets and their owners; and competitor research. The objectives: To find archetypical stories of emotive interactions between pet and owner that a broad audience could relate to; and ensure that the brand positioning is unique. Methodology: Discussions with client, site visits, observation, and reviews of existing material and social media posts. Result: Unique, powerful and emotional content which is timeless and sustainable.

CHALLENGE:
The challenge was to break away from existing cliches that strangle brands in this industry. Competitor and associated brands often a dog and cat symbol in some format. Many of these devolve to 'cute' or cartoony images. Conversely, we needed to build authority with a unique, modern, flexible and sustainable solution. A serious brand whilst retaining warmth and empathy. Focussing on the home and the humanity of the writing, we created a new, uniquely relevant dialogue with the audience.

ADDED DATE:
2019-02-27 05:39:29

TEAM MEMBERS (2) :
Creative Director: Lee Selsick and Creative Director: Adeline Kim

IMAGE CREDITS:
Image #1:
(See license image in the document upload)
Royalty-free stock photo ID: 394559644
Shutterstock License Sequence Number: USGST-0469EEF80-4
Order ID: SSTK-01154-DADF

(See license image in the document upload)
Royalty-free stock photo ID: 692488243
Shutterstock License Sequence Number: USGST-0469EEF80-4
Order ID: SSTK-01154-DADF

(See license image in the document upload)
Royalty-free stock photo ID: 134163500
Shutterstock License Sequence Number: USGST-0469EEF80-4
Order ID: SSTK-01154-DADF

(See license image in the document upload)
Royalty-free stock photo ID: 360519578
Shutterstock License Sequence Number: USGST-0469EEF80-4
Order ID: SSTK-01154-DADF

(See license image in the document upload)
Royalty-free stock photo ID: 611086070
Shutterstock License Sequence Number: USGST-0469EEF80-4
Order ID: SSTK-01154-DADF

Image #2:
(See license image in the document upload)
Royalty-free stock photo ID: 150048683
Shutterstock License Sequence Number: USGST-0469EEF80-4
Order ID: SSTK-01154-DADF

(See license image in the document upload)
Royalty-free stock photo ID: 1212828217
Shutterstock License Sequence Number: USGST-0469EEF80-4
Order ID: SSTK-01154-DADF

Image #3
(See license image in the document upload)
Royalty-free stock photo ID: 134163500
Shutterstock License Sequence Number: USGST-0469EEF80-4
Order ID: SSTK-01154-DADF

(See license image in the document upload)
Royalty-free stock photo ID: 116387833
Shutterstock License Sequence Number: USGST-0469EEF80-4
Order ID: SSTK-01154-DADF

Image #4
(See license image in the document upload)
Royalty-free stock photo ID: 346700414
Shutterstock License Sequence Number: USGST-0469EEF80-4
Order ID: SSTK-01154-DADF

(See license image in the document upload)
Royalty-free stock photo ID: 116220058
Shutterstock License Sequence Number: USGST-0469EEF80-4
Order ID: SSTK-01154-DADF

Image #5
(See license image in the document upload)
Royalty-free stock photo ID: 360519578
Shutterstock License Sequence Number: USGST-0469EEF80-4
Order ID: SSTK-01154-DADF



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CLIENT/STUDIO/BRAND DETAILS
NAME:
Next

PROFILE:
Next is a consultancy that works with our clients to create sustainable business and an enhanced bottom-line, through design. Our principals have over 85 years of combined experience and have worked on some of the world's most high profile brands including British Airways, Alfa Romeo, Pepsico, Fiat and Westpac.

NOMINATION DETAILS

Best Friends Home Brand Identity by Lee Selsick is a Nominee in Graphics and Visual Communication Design Category.

· This project is currently confidential as results have not been announced yet. Images and further details of the project is not available for public yet, please check back later. If you are the owner of this design, please login to view the images.

· The profile and other works by Lee Selsick is also kept secret. This information will also be available later.
AWARD DETAILS

Best Friends Home Brand Identity by Lee Selsick is Winner in Graphics and Visual Communication Design Category, 2018 - 2019.



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