Elias Harris-Bommarito

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Paws & Relax - Graphic Design BFA CapstoneAdobe Illustrator Adobe Photoshop Adobe InDesign

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Paws & Relax - a branding project with the goal of achieving affordable, quality, and customizable pet furniture. This project was an opportunity for me to utilize all of my skills that I had learned in undergrad ranging from research, peer critiques, revisions, and designing to present a full exhibit that was displayed for anyone to view. During my initial research for this project, I found that people do treat their pets as family and that means people love to spoil their pets too. Additionally, I conducted interviews with dog owners and cat owners as dogs and cats are the primary audience for this project. The interviews added to my research that pets are family and that they deserve the best.

With the main goal of this project being branding and bulding a brand from scratch, there were many different aspects of branding that I had never done before including making a complete brand book that can be found here. The brand book includes everything from the goals for Paws & Relax, brand colors, to logo use and even how Paws & Relax uses typography and writing. The most recognizable aspect of the brand however is the logo. I wanted to keep it simple but still be something that can stand our if the logo is by itself to represent the brand. The main aspect of the logo is the paw, which represents that the brand is for animals, the second part is a cloud to represent the relax side of the brand. 

The serif typeface chosen with the logo is meant to be more inviting, and the lowercase text was a stylistic choice for the brand meant to make it all feel a lot more conversational. It’s a good contrast to the sans-serif typeface used everywhere else. Since a big part of this project was asking my peers for feedback, I wanted to include them somehow to this project. I asked them to send me photos of their own pets so that they could be included with some of the promotional poster designs.

Additionally, I also made packaging mockups for some furniture that Paws & Relax might sell, and I even made stickers that people could take! I found that making a physical item like stickers made the project feel a lot more real and it was a good way to expand my design skills for my final project in graphic design undergrad.