Campaign/ Marketing Suite

I started with the name itself. Mapping out the words that come with Paws and Pastures, kind, soft, outdoorsy, gave me a starting point for the mark rather than reaching straight for a typeface. The uneven baseline in the wordmark grew out of thinking about the rhythm of an actual dog walk, so the letters wander slightly rather than sitting on a perfect line. It's a small detail but it's the one thing in the whole identity that couldn't have come from a template. The badge became the anchor for everything that followed. Once it existed as a standalone mark, I treated it as a stamp that could travel, on a shirt, in a corner of an ad, on a QR code panel, always at a consistent size and weight so it reads as one recurring signature rather than a repeated logo. Colour and type decisions were locked early and documented properly, primary and secondary palettes with full values, so nothing downstream was left to guesswork. That discipline mattered more once the campaign expanded into six different formats. Each piece was rebuilt for its own space rather than resized from another, but every one of them pulls from the same handful of early decisions, which is what makes the campaign read as a single voice rather than six separate jobs.