S P E A K by Maggie Cook

Maggie Cook Senior Thesis SPring 2015

Shepherd mix

Table of Contents

INTRODUCTION | 4 Thesis I . . . . . . . . 4 Thesis II . . . . . . . . 6

BACKGROUND | 8 The research . . . 8 The problem . . . 12 The solution . . . 14 Personas . . . . . . 16 The process . . . 22 Naming Mind Maps

Logo Development Final Logo Exploration Mood board Brand Brief

BRAND GUIDELINES | 34 Guidelines . . . . . 35 The Logo

SPEAK ORGANIZATION | 44 Our mission . . . . . 45 Our products . . . . 46 Breed Booklets Pamphlets

Our presence . . . 48 Website Mobile app Social Media

Promotion . . . . . . 52 Information booth Print Advertisement Other

Presentation . . . 56 The Future . . . . . 58

Logo uses Logo misuses Color palette Typography Photography Voice

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

Thesis I Historical and Contemporary research

Thesis Statement

Historical Research

Although the pet industryâ&#x20AC;&#x2122;s market price rises every year, very little of this money is targeted towards benefiting animals directly. Most of the markets investments go towards large pet corporations that are focused on creating a profit. For my thesis project I will be analyzing and de-constructing the design practices of major pet companies, focusing purposefully on branding, and applying these techniques toward non-profit pet organizations whoâ&#x20AC;&#x2122;s main focus is on the health and well being of homeless pets. One of the biggest reasons that pets are homeless is dues to the neglect of owners. I will be creating a brand that teaches and educates. It will call out pet owners on how serious pet ownership is, and what it take to own and care for a pet. It will teach and educate shelters on the importance of design and marketing to attract more consumers and donations. I will be using effective brand techniques to create a brand that encompasses a toolkit for dog owners, obedience classes for shelter owners, informational packets, website, mobile app and various collateral.

For Thesis I, I researched into the history of branding. The very beginning of branding can be traced back to the Mesopotamia era when merchants use to depict a product via symbol due to the large size of the illiterate population. These symbols became iconic of a specific merchant and his valued good over time. Over the centuries consumers began buying the same products and created consumer loyalty; going back to products they knew, because of the qualities, values, and associations with the particular product. As markets increased, so did competitors. In order to stand out from other products in a similar market, brands began creating a visual identity. This visual identity could remain in the minds of the consumer, and remind them of the attributes each particular brand had to offer. I looked at how the Gutenburg Press helps make mass production to the public possible and how this effected branding and communication between brand and consumer. Following up with that, I compared that process to how Chinese Woodblock Printing allowed for the incorporation of color and imagery. I also looked into the history of the canine, and how dogs evolved from wolves. In my research I found that humans have been a consistent part of dogs life from the very moment the first wolf stepped foot into mans camp. With us to guide them, docile wolves began being bred, each for different purposes, each highlighting different aspects; hunting, guarding, pulling, etc. Thus began the idea of selective breeding.

Contemporary Research I took a look into the pet industry for my contemporary research. I focused on large corporations such as Purina, PetSmart, Kong and the ASPCA, and how they brand themselves. Looking more at Purina and PetSmart, I researched into their branding, and how they present themselves to consumers. I looked similarly at how the ASPCA does this, being a one of the largest non-profit organization, in relations to shelter animals. In comparison to that, I looked at local animal shelters, non-profits, to see how they brand and communicate themselves to the public. I found I wanted to give these non-profits a bigger voice, and help them stand out.

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

The Toolkit

DON’T LET THE PUP GET BORED

EXERCISING

KEEP THE PUP EXERCISED Keeping your dog busy with new toys and activities will prevent unwanted destructive behavior. Bored pets can lead to chewed up and destroyed furniture and property. Many dogs are abandon because of these destructive habits. Change the fate of yours.

Dogs need exercise regardless of their breed. When getting a dog consider how much exercise they will need and factor that into your decision. Many dogs are placed into shelters due to owners not being able to handle a dogs energy level. Change the fate of yours.

if you are interested in Lola visit www.speakpups.com

entertainment

I worked on making a toolkit that consisted of packaging that included current dogs in the shelter, and how to keep dogs out of the shelter with going back to the basics; exercise, entertainment, and training.

Lola wasn’t trained properly as a puppy and never learned how to interact properly with other pets. Her owners soon grew tired and fed up with her temperament toward other dogs, and gave her up for that particular reason. Train your dog. Change the fate of yours.

if you are interested in Tucker visit www.speakpups.com

if you are interested in Ollie visit www.speakpups.com

EMPOWERING THE NON-PROFIT ANIMAL SHELTER OBeDIeNCE

ENCOURAGE GOOD BEHAVIOR Tucker was owned for only 3 months before his owners decided they could not handle the high energy beagle lifestyle. At only 5 months he is already in the shelter system.

Ollie is a dog that was given up by his owners due to the destruction he would cause to the living room sofa. They had raised Ollie from 8 weeks and only allowed him to play with a certain few toys. Now he is looking for his new forever home where a family will love him and give him a interactive and challenging life style.

SPEAK is an organization that focuses on training and empowering non-profit animal shelters to stand up to larger, profit seeking organizations. These shelters are the ones that save dogs lives, and deal with the real problem of pet homelessness and neglect. They often have little to no funds to spend on marketing, and it is SPEAKs SPEAK is an organization that focuses on training and empowering nongoal to provide them to with theup tools they need to create a positive profit animal shelters stand to larger, profit seeking organizations. and attractive image for themselves. These shelters are the ones that save dogs lives, and deal with the real problem of pet homelessness and neglect. They often have little to no funds to spend on marketing, and it is SPEAKs goal to provide them with the tools they need to create a positive and attractive image for themSPEAK’s long term mission is to get more pets adopted, and slow the income selves.

Dogs have a pack mentality, and actualy enjoy having an Alpha in their home. In order to maintain this, training and being the ruler of the house is required. If not, the dog can be aggressive, disobedient, and lead to further issues. Many dogs are abandoned because of poor training. Change the fate of yours.

of animals into animal shelters worldwide. To do this they plan to educate and inform consumers on the ability to understand the financial, time, love SPEAK’s long terma mission to get requires. more petsThrough adopted,this andeducation slow the it’s and care that taking pet into is a home income of animals into animal shelters worldwide. To do this they plan to goal is to change the amount of animals placed in shelters every day.

educate and inform consumers on the ability to understand the financial, time, love and care that welcoming a pet into a home requires. Through this education SPEAK plans to change the amount of animals placed in shelters every day.

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

Thesis II Going into thesis II I knew wanted to do something more with helping educate people. I still wanted to work with shelters, but I wanted to stay positive since a lot of people are repulsed by the sad music, and stories that come with shelter pet advertisements. After discussing with the class, I decided I wanted to created a nonprofit organization that can easily help people determine if they are ready for a dog or not, and educate them on the reality of this big step in life. I began looking into targeting people in the beginning process of getting a dog, when they first walk into a shelter, pet store or contact a breeder. I wanted to see if there was an organization that already distributed ownership information to these locations, or had a way of educateing people before they purchased.

Thesis Statement

I personally talked with shelters, breeders and even dog owners to see their take on dog ownership. I wanted to see how they got their information, if they got it from a higher up organization, how they worked with dogs, and what would be the best approach to help stop this relinquishing of ownership.

Problem Statement

Shelters The shelters said there was a lot of information out there, and that often times they gather their own information, and put it together for handing out to the public. That does get cut out of their budget and time, and they think that being able to reach people before they even get to the state of purchasing the dog, would be beneficial. They agreed that they could definitely see an organization that provides them information to hand out, or works with people to help solve easily fixed pet problems. Breeder The breeder I spoke with spoke a lot about educating people on the basics of dog ownership, and how dogs and people should interact. She talked a lot about how some people would come to her with information that was completely in correct. She felt there was a need for making sure people go the correct and proper information. Education was a big one for her, and she is an advocate of childhood education. We spoke a lot about getting young kids involved with puppies and learning the importance of the canine in our society, from a young age. Talks revolved around 4-H, and other childhood programs. Dog Owners The dog owners I talked to were not part of this 30% that relinquished ownership. All but one, which was a case of aggression and fear on the dogs part. They all had dogs before, and knew through experience how to care for one, and if they didnâ&#x20AC;&#x2122;t, a lot of them turned to book sources and online guidance for help. Most of them knew breed specific information but a few failed in the illness category. All of them said they would pay anything for their dogs be safe and happy, and donâ&#x20AC;&#x2122;t think they could ever part ways with their beloved pet. All also agreed that being able to have easy access on the go, and have all information be in one singular place would be extremely beneficial, especial a site that was reputable and trustworthy.

Emotion has the ability to make people blind to reality, especially when dealing with individual interactions. National organizations have the ability to be extremely influential when reaching out to a mass audience. By recognizing and celebrating these emotions, design can thoughtfully and positively influence the communications between national organizations and more importantly, individuals.

30% of the dogs that come into animal shelter are relinquished personally by their owners. By creating an organization with the use of emotional branding through narrative and activism, we can bridge this gap based on the fact that the bond between dog and human can be a extremely emotional, and the idea that emotion is one of the most powerful tools in the creative industry.

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

moving forward The Thesis II Proposal. Define the design problem. What are you trying to accomplish and why? Millions of pets are placed in animal shelters each year, and thousands of organizations every year are trying to solve that issue. Rather than targeting the idea of adoption, and the pets in the shelter, I want to focus on targeting the source of the problem. The pet owners who put those pets there. I am going to create and design a national campaign/organization that works with large companies and local animal shelters to educate the public on being prepared to own a pet.

Who could be a resource for you? Animal shelters and current pet owners could be great resources. Other national campaigns can provide great references, such as RED, and the National Breast Cancer Foundation. I would also like to talk to someone who has experience on the business side, to better understand how large corporations parent with non-profits/national campaigns.

What is the content and where will it come from? Content will be information about pet ownership and how easily and often owners can get in over their heads with pets. It will contain research from top shelter sites such as ASPCA, SAWA, and the Human Society. And information from the interviews and surveys I conduct.

What is the main design category that your thesis project falls under? The main design category I will be design under is branding and campaign design. I would also like to challenge myself with an app design, something I have never done before.

Do you thing this is more of a concept driven project or a design driven project? I think it is equally both. I will be attempting to balance both the concept and the design. Concept will drive, and start the project, and design will help finish it and pull the thesis together.

Define the primary conceptual methodology that will be explored.

What medium or delivery method will you use to communicate? I plan to deliver my project with print, product, web and mobile designs. I will create a brand guideline book to demonstrate the thought process, and meaning behind the organization.

Define the scope. What are the different components you will design and make? I will create a branded campaign that uses a physical product, and mobile application to help spread awareness. I also plan to look into creating a booth for a spot in Pet Expo, a great way to get noticed in the pet industry.

I will be exploring symbolism, activism, and critique to target the demographic of current pet owners, and future pet owners. Symbolism will help me create a recognizable national brand, activism will drive the campaign mission, and critique will be used with content to target the demographic.

Who is the target audience? The target audience for the campaign is future pet owners, and people looking to become a pet owner soon, as well as current per owners. I want to be able to educate them on the realistic amount of time, money and effort it takes to care for a pet properly.

Define what additional research will be used to support your investigation. I will be interviewing/surveying local animal shelters to get information about how a majority of the pets got there. I also plan to interview/survey current pet owners and people looking to getting a pet, to see the extent of their knowledge about pet ownership, and how easily pets can find their way into a shelter.

Nova Scotia duck tolling retriever

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

Dogs and people From puppies to old age; stray mutts to purebreds; behavioral issues to inherited disease; and everything in between. I had to immerse myself in the dog culture, lifestyle, and industry. What makes people want dogs, why arenâ&#x20AC;&#x2122;t they getting proper information, and where is there a gap that isnâ&#x20AC;&#x2122;t already being filled.

In order to address the problem of overpopulated shelters, I had to look into what programs, organizations and companies were already addressing the uninformed pet ownership problem. One thing I found is that most sites pertaining to pet care, have a section on proper ownership, normally just a single page of information, but that is all they provide. This is good for people passing through the site, but what about the people who want to learn more in depth about what it takes to own a dog? A particular breed? Rescued mutt vs. Purebred? What questions should be addressed when considering buying a dog?

Reasons people purchase dogs: As a present. For kids to grow up with. Because a child wants one. To be a companion. Keep company. Running partner. Grandparents are alone and need a companion. To rescue a pet. Help get a person more active. Get attention socially. Want to experience raising a dog. Replace a recently passed dog.

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

Competitors in Print Other than popular online sources such as AKC, ASPCA, and Human Society, the bulk of information about breeds came from book companies like Barron and DK. Both were extensive in the explanation and information of different breeds, training tips, and other need to know owner facts. Getting people to know about these brands, and letting them know, out of a variety of similar books, how to know which ones contain the best, and correct information was the hard part. How do we know the information in a source in reliable? DK does a great job of gathering dogs together in an encyclopedia easy for comparisons and seeing a variety of a breed, but hard to get too in detail. , Barronâ&#x20AC;&#x2122;s looks at breeds separately going in depth into aspects like grooming, care, and training, but have no other dogs to compare too. Combining these books together would create a 50 pound book almost impossible to comb through easily.

Inside of a Dog Additionally I read Inside of a Dog to learn more about the psychology and inner workings of the canine. It has been one of the most informational books I have ever read on dogs, and a must read for dog owners and lovers.

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

Competitors Online and Mobile VetStreet, and AKC do a great job of collecting information about particular breeds, and making it accessible to the public. The AKC has come our with a beautifully designed website. While the information on the breeds are accurate, and straight to the point, it isnâ&#x20AC;&#x2122;t easy to identify potential illnesses, the cost of a purebred, or time and mental energy put into training. VetStreet does a great job providing a wide variety of information in detail. Line graphs gage the levels of each breed in certain areas. The website however, is geared towards all pets which is great, but also focuses more on the veterinary aspect, rather than ownership. ASPCA and The Humane Society focus more on educating about the mistreated of animals, and the life of the homeless or abandon pet. While their mission is similar to mine, helping lower the amount of dogs in animals shelters, they approach it though the eyes of the animals and those whom have abused, or abandon them. All of these organizations have been around for a long time and are reputable in the pet industry which is something that my organization will aspire towards.

Mobile There is no credible dog breed or dog owner app. linked to an Organization that is reliable. Most of them are poorly designed and ad populated. Sites like the AKC and VetStreet have responsive website design that allows for easy access on the go.

American pit bull terrier mix

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

THE ANIMAL SHELTER POPULATION There are estimated to be 70-80 million dogs owned in the United States, and around 37-47% of all households in the United States have a dog.* It is safe to say the canine has become more than just our best friend, they have become a part of our family. Dogs have come a long way from their distant relative, the wolf, and humans have been the main source of contribution to their domestication.* 3.9 million dogs enter animal shelters nationwide every year.* While a majority are strays or abuse cases, 30% are dogs who have been relinquished by their owners. Potential pet owners donâ&#x20AC;&#x2122;t always realize how much responsibility is involved in caring for a dog. It is more than just bringing a bundle of fur home and having it be your companion. Often times people pick a dog based on the appearance, a breed they like, or what is available, without first looking into, or researching the particular breed in depth. They also chose a pet for the wrong reason, to keep them company or as a present, without thinking of the time, money and energy that goes into raising a dog. Due to this lack of knowledge, many people end up relinquishing their ownership due to issue such as residents donâ&#x20AC;&#x2122;t allow pets, not enough time, divorce/death, and behavior issues.* Some of these issues are out of our control, but most have multiple solutions.

*Dog Statistics and ownership information take from ASPCA, APPA, AVMA, The Human Society and Inside of a Dog - Alexandra Horowitz

Australian cattle dog

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

Nip it in the bud Education Why not stop the problem, before it even has a chance to start. Rather than targeting owners by portraying the sad lonely life of a shelter dog, or even targeting the percent of animal abusers, why not target people before then even become a “dog owner”. The people who mean well but due to a lack of knowledge, unfortunate events, or just plain bad luck, have to make the tough decision of abandoning their dog or not. These are the people we want to help educate. We want to inform them on what they could be getting into when welcoming a dog into their home, help them with issues they think could be deal breakers, or finding alterative solutions to unforeseen events.

We feel that the key to solving any issue is education. This lack of information often leads to the improper training, or raising of puppies, that eventually create behavioral issues in dogs as they age. Rather then trying to solve these problems, many people just give up. In order to keep this from happening to dogs in the future, we gather extensive information on all things dog, and provide easy access of this knowledge to the public. The information is presented in a simple manner, focusing on the overall Price, Time, and Energy, that goes into each breed. Our goal is to hopefully make owners aware of the real responsibility that goes into these family pets. As far as issues go, we have extensive videos, FAQ’s, and professional connections on ways to solve common behavioral issues and how to prevent them as puppies.

Awareness My organization will address this issue using three main components: Education, Awareness, Support.

People don’t know what they don’t know. We feel it is our duty to target, not only the people who love their pets, but those who aren’t even thinking about the responsibilities that come with a dog. All they want is a cute fuzzy puppy to cuddle with and post about on social media. So we have make it our responsibility to target that demographic through advertising, social media, and partnerships with other organizations. Knowing is half the battle, so if we can successfully get people to think about what might go into owning a dog, then we have them hooked.

Support

SPEAK

Community

As caring human beings, we don’t like to admit that we have to give up a dog, or have sent it to a better home, but it happens. Not every dog is meant for every person and vice versa. We believe in supporting the owners than mean well for their dogs, but thing’s aren’t going as plans. We have a large dog community forum with sections based on breeds, behavioral issues, and basically everything dog. This community is full of dog lovers with all similar experiences, problems and curiosities. The idea is to not feel judged when explaining an issue that could potentially be deal breaking for owner and dog. The community is there to support, help and hopefully aid in fixing whatever dilemma is present; whether it be recommended obedience classes, dog sitters in a particular location, or little know tricks of the trade. We believe in not giving up or becoming impatient, we believe there can be many solutions to a problem and not until those solutions have been exhausted to all ends, then should you clearly consider dropping your dog at a shelter.

English Golden Retriever

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

THINKS

Anna | 35 MSPCA Shelter Owner/Manager Multitasker. Communicator. Planner.

Role: She manages the shelter and makes sure everything is in order. She communicates with all employees and makes sure everyone is doing what they are suppose to. She makes sure all animals are being treated properly, and that employees are trained correctly. She does a lot of the supply ordering for the shelter, as well as work with the community. Making sure the dogs will be safe and happy in their new homes. She is very involved.

FEELS

Scenarios: Dealing with people who aren’t ready to adopt, and telling them

no. Dealing with returned shelter dogs, or abused cases. Speaking with owners dropping off their dogs.

DOES

Education: Bachelors in Business Management. Motivation: Seeing the dogs going to good homes and being happy. Work Environment: Busy, Chaotic, but rewarding. Stressful at times.

Concerns: People only come into shelters to get a cheap dog. People aren’t as prepared as she wishes.

Tasks: She had ordered pamphlets through SPEAK with her shelters monthly membership, and puts them on display in the front of the shelter. When people are asking about a certain dog, she also provides with them the pamphlet and explains about SPEAK and how they should make sure they are absolutely ready for a dog. She also points out the website on the pamphlet and tells them they can find more information online. She gets her information via ASPCA, AKC, SPEAK, and various books.

Painpoints: There is little access to information for consumers on the go who are visiting a variety of shelters. People think they know what they are getting into. Don’t really consider illness/ common disorders. People will pick up any book on ownership without considering if it is correct information.

All dogs deserve a home People sometimes don’t think about all that goes into owning a dog Contributing time to a good cause is well spent time Dogs needs human to speak and stand up for them Education helps solve problems People just don’t know what they need to There are a lot of good people in this world Shelter dogs are the best dogs Some people jump into owning a dog Shelters should be picky about who gets what dog

Saving lives helps save ourselves Passionate about animals People are under educated about dogs Some people jump into owning a dog Feels strongly about things People can be lazy People think they know the correct information There is a need to address the people who mean well but run into issues or problems

An exhausting job Manages and runs and educates Also has a family Provides her own pet pamphlets made herself. Cares about all dogs in the shelter Speaks and informs via mouth Does extensive checks on potential adoptee’s Turns people away for not qualifying

SAYS

Dogs are my life I’m here every day It’s a 24/7 job Have you considered this Here take this pamphlet Read this first Sign here Are you sure

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

THINKS

James | 42 Pet Shop Owner Communicator. Multitasker. Entertainer.

Role: Running the store. Keeping employees on task and educated on the pets. Contacting and connecting with breeders, making sure the public understands where his dogs come from.

Skill: Multitasking. Business. Communication. Education: Bachelors in Marketing. Motivation: Helping breeders by getting puppies get homes that they can’t give themselves. Providing a place besides a shelter for these dogs to be.

Work Environment: Busy. Stressful at times. Rewarding. Crowded with the public.

Scenarios: College kids come in trying to buy a cheap easy puppy without much background checking.

Concerns: People don’t know a lot about raising a dog from a puppy, especially colleges kids, which is big in his area. People don’t know proper training techniques.

Tasks: Refers people to SPEAKS website, and has ordered numerous booklets on the breeds he carries. He even has a big poster that draws people in to learn more about dog ownership.

Dogs are a great part of the family People don’t always have the resources to find a nearby breeder People have good intentions when buying a dog All dogs deserve the best homes Likes helping others Everyone should try and make a different in some way Too many dogs end up in shelters and he want to make sure the dogs he sell don’t

FEELS

Pet stores have a bad rep Passionate about dogs and purebreds Some people come into the store thinking they can just walk out with a dog Some people don’t do their research or just don’t know where to look People don’t trust his business or judgement People have good intentions when buying Doing good makes him feel good

DOES

Painpoints: Education needs to reach a younger audience. As well as be

SAYS

easily accessible to him as an owner, so he can keep updated on the current changes in the pet industry.

Run a pet store Cares for the animals 24/7 Communicates with clients about the importance of the breed Word by mouth Puts all energy into his job Owns his own dogs, no family at home Makes sure people have supplies before buying his dogs They get a packet of info he put together before they buy

Let me explain This breed is know for this How about this breed instead Take my pamphlet Have you considered… Make sure to get this I need proof I cant give you this dog

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

THINKS

Ben | 24 Advertising | Potential Dog Owner Creative. Communicator.

Role: Works starting position on creative team in an Advertising Firm in NYC. Education: Bachelors in Communication. Motivation: Being successful. Well known. Being Responsible and seen as an adult.

Work Environment: laid back and open, dogs are welcome in the office as long as they are trained.

Scenarios: Goes into work around 9 and comes back around 5. He works close to home in the city so a bike ride home at lunch is typical. Often goes out on Friday night with some college buddies. Brings home at least one random girl a weekend. Concerns: He is still a little attached to his college days. Doesn’t really like reading, gets bored easily. Lives in a small cheap flat.

Tasks: Needs to find a breed that fits his lifestyle, time constraints, and income. He is always on his phone using e-mail and text to communicate with work and clients. He also wants to find out the best ways to raise a puppy, since he has never done it before. He isn’t set on a puppy but he want’s a purebred dog at least, so he wants to know the best way to go about that.

Painpoints: He doesn’t like reading, so things that are short and simple is the best way to go. He only knows a couple of breeds and has no idea there are 300 of them, German Shepherds are his favorite of course.

He is ready for a dog or puppy Has enough money He wants a companion He is ready and prepared Understands to feed and exercise a dog His friends and ladies will love a puppy He can come home for lunch breaks Purebreds are healthier Can easily exercise him

FEELS He needs a dogs to complete his apartment life Excited and passionate Ready for the next step in life, he is still running off the high of graduating and getting a job Accomplished He is not set in his ways, and he is willing to make changes Flexible in his routine Relaxed Independent and responsible Friends are family Reading isn’t to fun

DOES

Drinks and parties with friends occasionally on the weekends Has a job close to his apartment Tends to bring ladies home Visits family via train out of city Athletic, gym membership and sports in park Doesn’t read for fun Tends to play music loudly Leaves trash until over flowing Impulse buyer Likes making new friends

SAYS

I love dogs! I cant wait to get a puppy I need to figure out the best way to train I want him to run with me I make enough money Lets have a drink This new job is great

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

How these three users interact. Ben is ready to get a dog. He has gotten a job out of college, and has been working there for the past two years. Things are going well and he loves his life in New York City. He feels he is ready to take the next step and take responsibility of a pet. German Shepherds are his favorite. and he hopes to raise one from a puppy. He knows they are not meant for apartments and is willing to change the breed as long as it keeps similar qualities. He has heard of James pet store, and decides to go and see what dogs are available.

James greets Ben, who tells him that he is looking for a puppy, specifically German Shepherd. James continues to ask about Benâ&#x20AC;&#x2122;s life and is he has raised a puppy before. He takes Ben to the counter and shows him the SPEAK Questions to Consider brochure as well as rips off a German Shepherd Info Sheet from the Booklet, and hands it to him. James suggests he reads over the pamphlet, and research into the breed. He also suggests, since he is younger, and has a busier schedule, potentially adopting an older shelter dog. He explains that purebreds can be found in shelters, as well as breed designate rescues, and directs him to SPEAK. Ben has looked over the information in the brochure, and done some extra research on SPEAK.org about raising a puppy, German Shepherds in particular. He has found it might not be the best fit for his lifestyle right this moment, but has found a few other breeds he is interested in. He has also found a shelter nearby though SPEAK that has some of the breeds he is looking at. On a bus on his way out of the city towards the shelter, he downloads the SPEAK app. to do more research, and have the breeds he is looking at easily bookmarked. While on the app. he discovers another breed that he compares to the rest of his breeds. By the time he arrives at the shelter, he has an idea of what dog he wants, how much it will cost, and the time to go into taking care of it. He is greeted by Anna who is happy to see he has done his research, and is glad to show him. Ben finds the breed he likes and feels would fit his lifestyle, and Anna agrees. Ben fills out a forum and the adoption process begins. Anna continues to inform him on how SPEAK can provide information on first time dog owners, and anything he needs to know about being an owner; training, fixing behaviors, food choices and more. While waiting for his application to be approved, Ben researches more into what he needs at his home to make the dogs comfortable, he purchases some products, and takes a trip to his bank to set up an savings account encase of emergencies for the dog. He prepares to make some changes in his life, and tailer his apartment towards the dog.

2 3

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

Established communication through pamphlets, memberships and associations.

Consumer journey.

5 2

Anna | 35

James | 42

Ben | 24

MSPCA Shelter Owner

Pet Shop Owner

Potential Dog Owner

THE PROCESS

SHEPHERD MIX

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

naming 1

SPEAK. A command. A way to express. A useful way way to teach your dog how to be quiet.

Barking is a big reason why people get rid of dogs. They feel it cannot be controlled and often give up before even trying. But there is a simple easy way to stop this, and that is to actually teach your dog to Speak.

When naming my organization, I knew I needed to relate it back to dogs and the idea of proper care. I began thinking about how to connect humans and dogs, and if there was some word I could use to elude to the bond between them. I looked into methods used to train dogs, ways in which we communicate with dogs, and the tricks we teach them. I spents a lot of times on commands. Beg, sit, stay, down, roll over, play dead, leave it. I thought of doing Sit Stay Speak, but found it was too long and not to the point. I narrowed it down to Speak. It is a command you can teach your dog as well as eludes to the idea of giving a voice to the canine companion. It is a term that enables not only pets but people to stand up and speak. It empowers and creates a call to action

Teach the Command Speak It may sound nonsensical, but the first step of this technique is to teach your dog to bark on command. Encourage him to bark, and when he does say “Speak” and reward him with a treat. Continue this until he can bark on command.

Teach the Command Quiet Once your dog can reliably bark on command, teach him the “quiet” command. In a calm environment with no distractions, tell him to “speak.” When he starts barking, say “quiet” and stick a treat in front of his nose. Praise him for being quiet and give him the treat. Continue this until he can be quiet on command.

SPEAK [speek] verb (used without object)

1. to utter words or articulate sounds with the ordinary voice; talk: 2. to communicate vocally; mention: to speak to a person of various matters. 3. to converse: 4. to make a statement in written or printed words. 5. to communicate, signify, or disclose by any means; convey significance.

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

mind mapping I used mind mapping to explore the different areas of my organization and how my company would serve the public. I also used mind maps to work with naming, and logo brainstorming.

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

Shelters

Veterinary care

Related Organizations

Time, Money and Energy

Breeders

Partnerships

3rd Party Forum Preparing for your first dog

Entertainment

Pet Insurance

Training and Obediance

S P EA K

Tendencies

Owning more than 1 dog

Temperment A pet for the kids

Knowing which breed best suits you

Breed Specific Information

Owner Community Caring for older dogs

Things to consider when Buying from a breeder.

Things to consider when Adopting 26

Health

Energy Exercise

Personalities

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

logo development From mind mapping I moved to sketching logo ideas. I testing out many possibilities from playing with negative space, to abstracted images, to detailed depictions. I wanted to create a logo that resonated with people, and could connected on a more narrative and emotional level. I wanted to communicate a story that would intrigue people, and be relatable.

SPEAK SPEAK

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

SPEAK

logo development cont.

SPEAK

SPEAK SPEAK

SPEAK

SPEAK SPEAK

SPEAK

SPE K SPEAK SPEAK

SPEAK SPEAK

SPEAK

SPEAK SPEAK SPEAK

SPEAK SPEAKSPEAK

SPEAK 28

SPEAK

The S Pconcept E A K I decided on.

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

final logo exploration

Simplified color

SPEAK Played with different dog forms and positions

SPEAK

SPEAK Tail positioning

SPEAK

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

mood board

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

brand brief

Vision

Target Audience

To make people aware of the responsibility of

Future pet owners. Current shelters,

needed to own a dog and keep it out of the

breeders, and pet store owners. Dog

shelter.

Community.

Mission

Key Markets

To educate future dog owners on the reality

Pet industry. Organizations. Non-profits.

of owning a dog and help lower the amount of

Education.

animals that go into shelters every year.

Competitors Big Idea

Childrenâ&#x20AC;&#x2122;s influence on parents. Desire to

Educated though a calculated system to make

own a pet. Impatience. Breeders. Shelters.

it easy for potential dog owners to gather

AKC. Breed specific books.

information on dog owning and owning a dog. This will keep dogs out of the shelter.

Stakeholders Pets. Shelters. Families. Breeders.

Brand Attributes Knowledgeable, Trustworthy, Credible,

Services

Approachable, Accurate

Information. Statistics. Database. Help/ guides. Partnership.

Value Proposition SPEAK provides up to date statistics, and

Driving Force

accurate information on dog ownership to the

To help make a change in the world.

public to better prepare for ownership.

Key Beliefs Education is key, Access to information. We can all help solve this issue.

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

Bringing Emotion and Narrative into the Logo What would happen if a dog could indeed “Speak”. Would he be begging for a treat, asking for a trip to the park, or gossiping about the dog next door? The true answer is we don’t know. Dogs however, do have the ability to speak, just not auditory as humans do. Yes dogs bark, but a majority of how dogs communicate is by smell and body language. As a matter of fact, when giving a dog a bath, you are robbing him of his identity, hence why most dogs try to rub themselves on the ground or other objects after bath time.* We can understand dogs though, if we just learn how to read them. Often owners can associate certain dog movements with actions or feelings. For example you dog runs up to greet you when you come home, tail wagging with a whine-ful welcome. This can be read as a happy greeting, an “I thought you were never coming home” as most people joke. This is a personal association we make with our dogs. Hence the “Speaking dog” logo. Asking patiently and innocently for one more walk.

* Inside of a Dog - Alexandra Horowitz

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

Youâ&#x20AC;&#x2122;re sitting on the couch, itâ&#x20AC;&#x2122;s been a long day and you are tired. All of a sudden your dog trots into the room, tail wagging as a leash dangles from his mouth. He plops down in front of you, tail thumping against the ground as he looks up at you in anticipation, happy unconditional loving eyes begging for one more walk. It brings a smile to your face. What other animal could be as innocently demanding. A few seconds goes by and his tail is still thumping away, eyes glowing with the excitement. After all, to him, what could be better than going on a walk with the one person who matters most in his world.

guidelines

Australian shepherd mix Portuguese water dog MIX

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

brand guidelines The brand guidelines are used to create a cohesive, and unified brand identity. All guidelines must be followed in order to properly portray the SPEAK brand.

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

the logo

The Main Logo

The main logo is used throughout brand products, advertisements and media presence. The logo may be black or white, but must have the spot-color red leash.

Clearspace

Core Circus S at 70pt from the main logo should be used to create a clearspace around the logo. Clearspace should move out from the sides and bottom of SPEAK box, and from the tip of the dogs head.

Main Logo Minimum Size The minimum size the logo can be scaled down to is 30mm. This is to make sure the word SPEAK remains legible.

Minimum size = 30mm

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

Subtext Logo Subtext may be added below the logo ONLY when preparing a print for an accept membership. This prints most commonly come in the form of Stickers, but may occasionally be used in printed documents.

Clearspace

Core Circus S at 70pt from the main logo should be used to create a clearspace around the logo. Clearspace should move out from the sides and bottom of SPEAK box, and from the tip of the dogs head.

Adding Subtext Subtext is limited to a single word and must be one of the following; certified, approved, recommended, or supported. Subtext will be uppercase 22pt Proxima Nova Bold, with 800pt kerning. Text will be centered underneath SPEAK block, and will allow for a 2mm gap. If the subtext goes past SPEAK square, kerning must be lowered to 700pt. Text must remain black.

Subtext Logo Minimum Size Minimum Size for logo with subtext should not go below 67mm to ensure legibility.

2mm

C E R T I F I E D

Minimum size = 67mm 37

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

logo uses

Black Logo To be used on white or lighter backgrounds. Can be used on imagery that is single colored or not busy. Not to be used on darker or busy images.

White Logo To be used on black or darker backgrounds. Can be used on imagery that is colored and busy.

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

logo misuses

DO NOT Make the logo be all one color. Stretch the logo Place the logo on an image hat makes the name SPEAK illegible in any way. Take the name SPEAK out of itâ&#x20AC;&#x2122;s box Change the SPEAK font Place the logo on a color not in the designated color palette.

SPEA K

SPEAK 39

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

color palette

Color Pallette Additional Tints Primary

C 0

leash red Passionate

M 100

R 237

Y 95

G 28

K 0

B 41

HEX ED1C29

lab black Empowering

C 0

M 0

R 35

Y K 0 100 G 31

B 32

HEX 231F20 C 0

clean white Simplicity

M 0

Y 0

K 0

R G B 255 255 255 HEX FFFFFF

Secondary

C M 25 12

Grass Balance

R 199

Y 86

G 197

K 0 B 39

HEX C7C54C C 16

SUnlight Confidence

R 219

M 17

Y 99

G 197

K 0 B 39

HEX DBC527 C M Y K 24 33 100 1

dry mud Reliability

R 197

G 162

HEX C5A22E

B 46

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

typography

CORE circus abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz

Sample Main Header

Proxima Nova Light - 10pt kerning ABCDEFGHIJKLMNOPQRSTUVWXYZ

Sample Subheader

abcdefghijklmnopqrstuvwxyz

Proxima Nova Regular - 10pt kerning ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Proxima Nova Regular Italic - 10pt kerning ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Proxima Nova Semibold - 10pt kerning ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Proxima Nova Bold - 10pt kerning ABCDEFGHIJKLMNOPQRSTUVWXYZ

Sample Subheader 2 SAMPLE BODY COPY: Licturep erferferio. Pa nam ute earionsedis nonemquam ad quas adi od quo maiorepero magnimet atum diatius, conseremquia voluptaque vellit alis eatiandit facea dolupicae vendicillati aut exped ullab illabor adis simin recestrum qui cus, sit aut latum sus non nis eatus expe cumetus, commo te volorum soloreh enderest, ius dolupta venis estium aut volora con porio doleste nistiis iliqui que volut velenihilit, sus dolectorum etur apic tem sitiur?

SAMPLE BODY COPY 2: Licturep erferferio. Pa nam ute earionsedis nonemquam ad quas adi od quo maiorepero magnimet atum diatius, conseremquia voluptaque vellit alis eatiandit facea dolupicae vendicillati aut exped ullab illabor adis simin recestrum qui cus, sit aut latum sus non nis eatus expe cumetus, commo te volorum soloreh enderest, ius dolupta venis estium aut volora con porio doleste nistiis iliqui que volut velenihilit, sus dolectorum etur apic tem sitiur?

Sample link or quotetation

abcdefghijklmnopqrstuvwxyz

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

photography The photography style of the brand should be happy and positive. Images should be focused around the canine, more likely in natural lighting or outdoors. No images should be used of sad or abused dogs in shelters. We are not focusing on the consequences of abandoning a pet, but the joy of properly owning one. Images incorporating people must be candid, unless the focus is of a personal story. Ideally people and dog together in imagery should elude to the idea of a positive bond, and ownership. Leashes, treats, harnesses, and toys are encouraged in imagery to portray a happy dog and bonding relationship.

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

voice

INFORMING but not demeaning TO THE POINT but not rude POSITIVE but not exuberant REALISTIC but not unimaginative HELPFUL but not hand holding MELLOW but not carefree

Australian Shepherd

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

our mission

Many people can get swept up in the emotional act of welcoming a dog into the family, and be blind to the reality of providing for this canine companion. SPEAKs mission is to educate, inform and provide owners with up to date information on the reality of dog ownership. Access to this information will help reduce the amount of dogs relinquished by their owners to animal shelters every year.

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

our products How We Work

What We Provide

We reach out to a variety of shelters, breeders, and pet store owners, associate with them, and provide them the information they need to spread the word about being a responsible owner. Since we are non-profit, we often have them become members with us, which makes them SPEAK certified, and allows them complete access to all of our distributable content; pamphlets, booklets etc. This content is what they then share with and provide to potential pet owners; encouraging them to think twice before signing the dotted line on a new puppy, or choosing a certain breed over another.

Online Database Online Community Mobile Breed Database Breed Specific Booklets Adoption vs. Purebred Pamphlet Things to Consider Pamphlet

The Breed Specific Booklet

Handout Sketches and ideas

We have a collection of 300+ breed booklets to choose from. Each booklet has a collection of 50 breed cards that can be ripped from the booklet and taken home. The purpose of this booklet, is to provide shelters, pets stores, and breeders with the tools to easily inform potential owners about a specific breed. Information on the card will include costs of common health issues, basic statistics and breed temperament and tendencies. Consumers will be table to take this card and pin it up, or use the perforated bookmark, to hold the place in their current breed book. It also subconsciously encourages the use of a book as a research tool in the search of a particular dog.

Dog Ownership Pamphlets The two major Pamphlets we provide are Adoption vs. Purebred, and Questions to Consider. Both of these are used as handouts, and will help the owner have a better idea of what they might be getting into, and if they are willing to make changes in their lifestyle. This will not only prompt further research, but may help owners rethink getting a purebred puppy, and encourage them to rescue an adult dog, or vice versa.

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

Tear out Pages HER DIN G | 7 5- 95LB | HIGH E NE R GY | 1 0 - 1 2 Y R S | W E E K LY G R O O M I NG

$2000

Degenerative Myelopathy

$50-100

$1500

Cataracts

Skin Problems

$4500

22”-26”

Hip Dysplasia

$2000

Gastric Torsion

Spine $1500-4500 Elbow Dysplasia (per elbow)

C ON FIDEN T

A LOOF

C U R IOU S

The German Shepherd is naturally protective of his home and property and will always alert you to strangers or intruders, but if you welcome someone into your home, your German Shepherd will accept them, too. German Shepherds are smart, active dogs who will do best with smart, active owners able to give them focused attention, exercise, training, and lots of one-on-one time.

Energy Level

$25,000 O ver breed lifespan.

GERMAN SHEPHERD DOG $25,000 G ER M AN SH EPH ER D DOG H erdi ng Grou p Large | 75-9 5l bs Li f espan 10-12 yrs Medi u m C oat | Week l y Groom

F RIE N D LIN E SS Strange rs

GERM AN SH EPH ERD DOG H e r d i ng G r o up Lar g e | 7 5 - 95 l b s L i f es p a n 1 0 - 1 2 yr s M ed i um C o a t | Weekl y G r o o m i ng

St r a n g e r s

Do g s

Do gs

Children

C a ts

CH A RACT E RIST ICS

$25,000

Affe cti o n

C H A R AC T E R I ST I C S

Te rri to ri al

Th is in clud es min imum cost of most common h ea lth issues.

Aff e ct i on

Te r r i to r i a l

Lo yal ty

Playfulness

Loy a l t y

I nte l l i ge nce

I n t e l l i g e n ce

Tr a i n a b i l i ty

P l ayf ul ne s s

Booklet

O ve r b r e e d l i fe s p a n .

FRIENDLINESS

Chi l dre n Cats

BOOK MARK ME!

Trai nabi l i ty T E N D E N CIE S Barki ng

TENDENCIES

Aggre s s i o n

Barking

A g g r e s s i on

H e rdi ng

Herding

Di g g i n g

Cover

Di ggi ng

SPEAK.ORG

CHECK OUT SPEAK.ORG FOR MORE INFORMATION

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

online Presence Website The SPEAK responsive website is a database for all things dog and dog owner. The site has two main databases, a community aspect and membership option for those wishing to connect further with SPEAK. The site is designed to be clean and simple, allowing for an easy understanding of information, while getting directly to the point; the reality of dog ownership. The community aspect allows for third party endorsement, and for further communication between owners in the dog community. This is to create a positive helpful atmosphere for owners of the same breed to share experiences, problems and helpful tips with others. Exploratory wireframe sketches and ideas

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

Fo o d : $d$esripto $ n a b o ut loHcya tio g en. nNeo tes : $g$o es $ here. Brief

B r i e f d e s r i p t o n a b o u t l o c a tio n. N o tes g o es here. No t e s go e s h e r e. No t e s g o es here. N o tes g o es h e r e. No t e s go e s h e r e.

price time energy here. N o tes g o es here. N o tes g o es here. N o tes g o es ye arly: $

N o tes g o es here. N o tes g o es ye arly: $ here. N o tes g o es

here. N o tes g o es here. N o tes g o es here. N o tes g o es

229. 5 5 5 . 5 65 6 OP E N ( 8 -5 p m)

here. N o tes g o es here.

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

NA ME H E RE shelt er

Beverly MA | 7min ( 3mi)

NA ME H E RE Br eeder - A kit a

S aug us MA | 10min ( 7. 4mi)

B r i e f d e s r i p t o n a b o u t l o c a tio n. N o tes g o es here. No t e s go e s h e r e. No t e s g o es here. N o tes g o es h e r e. No t e s go e s h e r e.

Mobile App.

Do g s Availib le ( S c ro ll left fo r mo re imag es)

Di s e a s e /d i s o r d e r :

D IRECT IO NS

FUL L SIT E

B O O KMARK

The Mobile app. is the dog breed database. It is on the go access to 300+ breeds with statistics, ratings, comparisons and more. Breeds can be ordered by breed name, group, price or energy and each breed has the ability to be book marked for later use and compared to other breeds in bookmarks. You can e-mail your bookmark list, or share a breed on social media. Future ideas for the mobile app. would include a community component with sharable information similar to the Owner Database of the website. It could also extend to useful information about raising a puppy, and other owner must knows. FETCH !

B EVERLY M A, 0 1 9 15

P RI CE S ea rc h fo r a dB o g RE b reedEb yD na me

D IRECT IO NS

FUL L SIT E

TEMPERMENT

SPEAK SPEAK

P RI CE ED S ea rc h fo r a B d oRE g b reed b y na me

FETCH !

S ea rc h fo r a d o g b reed b y na me

FETCH !

P RI CE B RE E D

FETCH !

S ea rc h fo r a d o g b reed b y na me

GRP

Type in a pric e ra ng e to lo o k fo r d o g s.

GERM AN LON GHAIArra REDngPOI N TER e pric e

SPEAK

p rice is calcu late d ov e r th e s p an of th e bre e ds lif e ndg m os t e xp e n s iv e p roce du re e xp e ctan cy, an d in cluadin

Brief d esripto n a b o ut b reed . N o tes g o es here. N o tes g o es here. N o tes g o es here. N o tes gSoIZ esE | EN ERGY D OGN oBREED AM E here. tes g o esNhere.

group

Click th e + i c o n n e xt t o y o u r fa v o r i t e p o o c h e s to add t h e m t o y o u r b o o k ma r k s . Yo u c a n t h e n com p ar e, r e a s e a r c h a n d fi n d d o gs n e a r y o u .

SPEAK

Ty p e i n y o u r l o c a t i o n t o fi n d shelters and breeders near you

FETCH!

GRP

INERMAN BREED LIFETIME G PINSCHER working

S IZ E | EN ERGY

Brief d esripto n a b o ut b reed . N o tes g o es here. N tes gBREED o es here.NN o tes esE | EN ERGY DoOG AM E g o es here. N o tes gSoIZ here. N o tes g o es here. group

IN BREED LIFETIME

S IZ E | EN ERGY

G ERMAN SHEPHERD working

IN BREED LIFETIME

group

BREED

TIME B RE E D

FETCH !

S ea rc h fo r a d o g b reed b y na me

S IZ E | EN ERGY

PRICE

GERMAN SHEPHERD 4 hours

Dra g the ha nd o n the c lo c k , to sho w ho w ma ny ho urs w o uld b e a b le to put into tra ining , exerc ising , a nd pla ying w ith a d a g every d a y.

price

Brief Despript ion: Germ an Sh eph erds are E | EN ERGY OG BREED N AM E on of th e Dworl ds m ost popu l ar dogs. TShIZey group are l oyal , i n tel l egen t, an d con fi den t. T h ey are a worki n g dog an d requ i re m en tal ch al l eges to keep from getti n g bored.

E N E R GY

TIME

ye arly: $

IN BREED LIFETIME

Fo o d : $ $ $

ye arly: $

Training Tips:

Exercise Tips:

Hygene: $$$

ye arly: $

Di s e a s e /d i s o r d e r :

$$$$$

Di s e a s e /d i s o r d e r :

$$$$$

Brief DiDespript s e a s e /d iion: s o r dGerm e r : an Sh$eph $ $ $erds $ are on of th e worl ds m ost popu l ar dogs. T h ey TOTAL: are l oyal , i n tel l egen t, an d con$$$$$ fi den t. T h ey are a worki n g dog an d requ i re m en tal ch al l eges to keep B O from O K Mgetti A RnKg ?bored.

S ea rc h fo r a d o g b reed b y na me

time

energy

SPEAK

P RI CE FETCH !

PRICE

S ea rc h fo r a d o g b reed b y na me

a nd

FETCH !

P ric e b etw een

$ $$

Arra ng e pric e

group

$20,000

S IZ E | EN ERGY

IN BREED LIFETIME S IZ E | EN ERGY

D OG BREED N AM E

group

$15,000

S IZ E | EN ERGY

D OG BREED N AM E

group

$13,000 CONTINUE

S IZ E | EN ERGY

D OG BREED N AM E

SPEAK F E TC H !

BE V E R LY MA , 01 91 5

FETCH!

BEVERLY M A, 0 1 9 15

back

GERMAN SHEPHERD

NAME H ERE

N A M E HER E s h e l te r

B e ve rly MA | 5m in (2.1 m i)

N A M E HER E s h e l te r

B e ve rly MA | 7m in (3m i)

NA ME H E RE shelt er

B rie f de srip ton about location. Note s g oe s he re. Note s g oe s he re. Note s g oe s he re. Note s g oe s he re.Note s g oe s he re. 229.555.5656 OPEN (8 - 5pm )

NA ME H E RE Br eeder - A kit a

B e v e r l y M A | 5 mi n ( 2 .1mi )

B r i e f d e s r i p t o n a b o u t l o c a t i o n . No t e s go e s h e r e. No t e s go e s h e r e. No t e s go e s h e r e. No t e s go e s h e r e. No t e s go e s h e r e. No t e s go e s h e r e. No t e s go e s h e r e. No t e s go e s h e r e. No t e s go e s h e r e. No t e s go e s h e r e. No t e s go e s h e r e. No t e s go e s h e r e. No t e s go e s h e r e. No t e s go e s h e r e.

Dog s Ava i l i b l e ( Sc r o l l l e ft fo r mo r e i ma ge s )

2 29.555.5656 Contact for litter inform ation

Sa u gu s M A | 10mi n ( 7. 4 mi )

B r e e d e r D o gs ( Sc r o l l l e ft fo r mo r e i ma ge s )

BO OKM A R K

FU LLSI TE

BOOKM A R K

DI R E CTI ON S

ABC

group

CONTINUE

B RE E D

HIJKLMNOPQRSTUVWXYZ

G E RM A N LO NG H A I RE D P O I NT E R

sp o r t ing

SIZE | ENER GY

back

GERMAN SHEPHERD

$ PRICE AMOUNT pr ice is calculated over the s p an of th e bre e ds lif e ex pectancy, and including m os t e xp e n s iv e p roce du re

Buy: $$$

To y s : $ $ $

yearly: $

GE RMAN PINSC H E R wo r king

HOUND

SIZE | ENER GY

B r i e f d e s r i p t o n a b o u t b r e e d . No t e s go e s h e r e. No t e s go e s h e r e. No t e s go e s h e r e. No t e s go e s h e r e. No t e s go e s h e r e.

yearly: $

price GE RMAN SH E PH E RD wo r king

SIZE | ENER GY

B r i e f d e s r i p t o n a b o u t b r e e d . No t e s go e s h e r e. No t e s go e s h e r e. No t e s go e s h e r e. No t e s go e s h e r e. No t e s go e s h e r e.

TERRIER

D O G B RE E D NA M E

B r i e f d e s r i p t o n a b o u t b r e e d No t e s go e s h e r e. No t e s go e s h e r e. No t e s go e s h e r e. No t e s go e s h e r e. No t e s go e s h e r e.

SPEAK

B R EED

BREED

G e rm an S h e p h e rd

F E TC H !

SIZE | ENER GY

gr o up

1 00 m i

back

S I Z E | ENER GY

time

energy

Di s eas e/di s or der :

$$$$$

Di s eas e/di s or der :

$$$$$

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BREED B RE Eand D A social media presence is a must for the 21st Century. With Facebook, Twitter instagram GERMAN SHEPHERD GERMAN SHEPHERD GERMAN SHEPHERD X X in the leader boards for Media hits, it only makes sense to incorporate atime social media aspect energy AMOUNT X AMOUNT $ PRICE AMOUNT $ $ G $ $ toI NG the organization. After all, who doesnâ&#x20AC;&#x2122;t want to see cute images of puppies pop up on their H E RD $$ $ $$ $ + $news feed? The use of social media would remain more in marketing in advertising of SPEAK. GERMAN SHEPHERD GERMAN SHEPHERD GERMAN SHEPHERD + $20,000 A social media campaign would run over all platforms, and allow+ for community involvement $15,000 H O U ND a n d + notprice price time energy from users already aware of us. Weekly on time energy price breed time spotlights energy $as well as draw more attention $15,000 + SPO RT I NG Facebook or instagram, will allow for more in depth exploration of a breed, and build on the + particular breed community. $13,000 +

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INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

Promotional Tradeshow Booth In order for SPEAK to become a well know and respected organization, we must get ourselves out there and make connections across the nation. Having the ability to promote ourselves as pet expos would increase the amount of owners we reach, as well as give us the ability to physically show how dedicated and trustworthy our organization is. We would have dog specialists be available to answer and questions, as well as tablets to explore and answer questions for themselves. We would have our handouts available for distribution, and an area for membership applications.

Events New England Pet Expo Amazing Pet Expo Super Pet Expo Global Pet Expo Backers Total Pet Expo SuperZoo

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

Print Advertisements Posters of happy healthy puppies both in outdoor installations as well as pet magazines would help address the owners who havenâ&#x20AC;&#x2122;t even become an owner yet. Perhaps they just pick up the magazine in the bookstore, or see a poster in passing. While they may not be our target audience, it makes viewers aware before they even consider looking into purchasing a dog. Having a warning and cost associated with these adorable puppies, creates a little hint of reality and intrigues consumers as to what else a particular breed might cost.

Other While promoting and advertising the organization has not be flushed out fully, these are the main ideas to start with. Further advertising would be able to take place; online, through social media, via video, installations and more.

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

PRESENTATION Thesis Presentation, Endicott College Spring 2015 For our final presentations, we were require to come up with products as well as posters to help explain our thesis, and topic exploration to the public. For my presentation I included a board with SPEAK imagrey that follows our brand guidelines, with a description of why we feel emotional branding was a big part of our development. A poster explaining the percent of animals that are relinquished by owners, and the main handout I created to help address this problem. A smaller poster depicting the role of the mobile app. to help explain the idea of education on the go from a trusted and respected organization. The homepage for the website was on display for people to scroll through. I created breed booklet for people to flip through, and experience the real product. Buttons with further education on breeds, and SPEAK stickers were provided for handout. A speak bag, leash, toy and bowl were all used to add to the setup of my display. I also got in touch with a local therapy dog, Bob, who was able to join me and stay by my side while I spoke with people.

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

TOP 10 REASONS FOR RELINQUISHING Dogs

is the dog part of the family

76%

of owners see their dog as a part of the family

6 Inadequate Facilities

65% HAVE FREE RANGE OF THE HOUSE

1 Moving

54% OWNERS CONSIDER THEMSELVES PET PARENTS NOT “PET OWNERS” 53% SLEEP WITH THE DOG IN THEIR BED

2 Landlord Not allowing Pets

7 No homes for litter mates

21% ARE CRATED AT NIGHT OR WHEN OWNER IS AWAY

3 Too many animals in household

8 No Time

8% KEEP THEIR DOGS OUTSIDE ONLY

4 Cost of Maintenance

9 Pet Illness

5 Personal Problems

10 Biting

How Dog Owners Acquire Their Pets

70%

30% SHELTER OR RESCUE

of owners who get a dog from a friend, end up relinquishing their ownership

the age of dogs being surrendered

37%

28% FROM A FRIEND OR FAMILY

had owned the surrendered dog from 7 months to 1 year

18% UNKNOWN AND OTHER 15% DOG BREEDER

53% OVER 3 YEARS OLD 47% BETWEEN 5 MONTHS AND 3 YEARS

9% PET STORE

$25,000

HE R D ING | 75-95L B | HIGH E NE R GY | 10 -12 YR S | W E E K LY GR OOMING

$2000

Degenerative Myelopathy

G ER M AN S H EP H ER D D O G H erd i n g Gro u p La rg e | 7 5 - 9 5 l b s

$1500

Cataracts

$50-100

L i fesp a n 1 0- 1 2 y rs M ed i u m C o a t | Weekl y G ro o m

Skin Problems

$4500

22”-26”

FR I E ND L I NE S S

Hip Dysplasia

St r a n g er s

Str a nger s

Dogs

Chi l dr en

Ca ts

Aff ec t i o n

C HA RAC TERI STI C S

Ter r i t o r i a l

Affec ti on

P l a y f u l n es s

$1500-4500 Elbow Dysplasia (per elbow)

A LOOF

Loya l ty

Intel l i genc e

Tr a i na bi l i ty

Barking

CUR IOUS Energy Level

$25,000

Ba r ki ng

Aggr es s i on

H er d i n g

Her di ng

Di ggi ng

Digging

SPEAK.ORG

BOOKM A RK M E!

$19,000

TOY | 14 - 2 0 L B | M E D I U M E N E RGY | 12 - 14 Y RS | W E E K LY GRO O M I N G

PUG Toy Group

$2000

sm all | 14-20lb s Lifespan 12-14yrs Med ium Coat | Weekly Groom

$1500

Arachnoid Cysts

TENDENC I ES

A g g r es s i o n

Over b reed l i f esp a n .

GERMAN SHEPHERD DOG

$1000

Ter r i tor i a l

Pl a yful nes s

In t el l i g en c e Tr a i n a b i l i t y

$3000

O v e r b r e e d lif e s p a n.

Lo y a l t y

T E ND E NC I E S

C ONFID E NT

$25,000 T hi s i ncl udes m i ni m um cost of m ost com m on heal t h i ssues.

FRI ENDL I NESS

Dogs

C H A R AC T E R I ST I C S

Gastric Torsion

H e r d ing Gr o u p La r g e | 7 5 -95 lb s Lif e s p a n 1 0-1 2yr s M e d iu m C o a t | We e kly Gr o o ming

C h i l d r en Cats

$2000

G ER M A N S H EP H ER D D O G

Entropion

CHECK O UT S P EA K .O R G FO R MO R E INFO R MATIO N

P UG Toy Group Small | 1 4 - 20 lbs Lif espan 1 2- 1 4 yrs Medium C oat | Week ly Groomin g

$19,000 Over breed lifespan.

T h i s i n c l u d e s mi n i mu m c o st o f mo st c o mmo n h e a l t h i ssu e s.

Fold Dermatitis

F RI E ND L I NE S S

Portosystemic Shunts

Str ang e r s

10”-12”

$2000

Strange rs

Do gs

Dog s

Chi l dre n

Cats

Necrotizing Meningo-Encephalitis

$2000 Legg-Calve-Perthes Disease

F RI ENDLI NESS

Child r e n

CH A RACT E RI ST I CS Aff e ction

C H A RAC TERI STI C S

Te r r itor ial

Affe c ti o n

Te rri to ri al

Loyalty

Pl ayf ul ne ss

Lo yal ty

I nte llig e nce

Inte l l i ge nc e

Trai nabi l i ty

P layf u lne s s

Tr ainab ility T E ND E NCI E S Bar king

C H A RM I N G LOV I N G M I S C H I V I O U S The Pug is a charming, fun-loving clown of a dog who doesn’t mind wearing a costume. They are recognized for their even-tempers, playful personalities, and their outgoing, loving dispositions. The Pug’s reason for living is to be near their people and to please them, their sturdiness makes them a family favorite.

A g g r e s s ion H e r d ing

Energy Level

Dig g ing

$19,000

TENDENC I ES Barki ng

Aggre ssi o n

He rdi ng

Di ggi ng

O ver b reed l i fespa n.

PUG

THE MOBILE APP The Mobile app. is the dog breed database. It is on the go access to 300+ breeds with statistics, ratings, comparisons and more. Breeds can be ordered by breed name, group, price or energy and each breed has the ability to be book marked for later use and compared to other breeds in bookmarks. You can e-mail your bookmark list, or share a breed on social media. Future ideas for the mobile app. would include a community component with sharable information similar to the Owner Database of the website. It could also extend to useful information about raising a puppy, and other owner must knows.

B OOKM AR K M E !

SPEAK.ORG

C HE C K OUT SPE A K.ORG FOR M ORE I NFORM AT I ON

PROBLEM STATEMENT

creating emotion and narrative

You’re sitting on the couch, it’s been a long day and you are tired. All of a sudden your dog trots into the room, tail wagging as a leash dangles from his mouth. He plops down in front of you, tail thumping against the ground as he looks up at you in anticipation, happy unconditional loving eyes begging for one more walk. It brings a smile to your face. What other animal could be as innocently demanding. A few seconds goes by and his tail is still thumping away, eyes glowing with the excitement. After all, to him, what could be better than going on a walk with the one person who matters most in his world. English Golden Retriever

*All data gathered from ASPCA, APPA, AKC, VetStreet and PetFinder

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

The Future While the proposal of the company only touched on the beginning of the program, I personally continued to brainstorm further ideas that I would love for the organization to expand into. These ideas range from promotional pieces, to educational collateral, as well as education programs and events. Mobile Expansion Right now the focus of the app. is on information about breeds. The next step would be adding onto that, community. We want people to be able to go to the app. and ask other pet owners, with similar problems, questions. We want them to be able to interact and advise each other. We want past French Bulldog parents, to be able to help new French Bulldogs parents with tricks of the trade, and dealing with their particular breed. We want mutt owners to find other mutt owners who struggled with helping their dog adjust, to keep those dogs from going back to the shelter. There could be chats, and friends, and daily updates on current news in the pet world. Play dates could be arranged, and even dog sitting schedules. We want to encourage the community to help each other because we know a lot of the people fighting all this dog abuse, disownment, and animal cruelty, would be more than willing to help. Recommendation pages of pet friendly restaurants, locations, trusted groomers, and well loved vets. Tips on how to keep your dog comfortable in whatever weather is currently near you.

Mutts and Designer Dogs SPEAK would get more in depth about working with mutts who have unidentified lineage. How specifically to work with a dog who’s traits may be less predictable. We would also get into the new designer dogs and how these dogs are actually helping certain breeds come back from their long line of inbreeding and making them a healthier dog.

Campaigns Raising awareness about how easy it is to get swept up in the emotions of getting a dog and how much work that dog requires. We feel people don’t understand just how much training, and persistence, and time goes into raising and taking care of a dog, let alone an 8 week old puppy. One idea was creating a campaign promoting this, incorporating a symbol, such as a “ribbon” to bring out supports and educate those who don’t know what they don’t know. The Little Red Leash Campaign would encourage good ownership, responsibility and awareness. It could travel to different cities and be a celebration of prideful owners. Pets and people alike could socialize and guest speakers could not only promote, but also join in on this campaign.

Educating Children Early Childhood Education is something that is lacking in the dog community. We feel that breeders, and dog professionals should have the opportunity to visit early education schools nation wide to help teach them, and get them to interact and learn about dogs at a young age. If children understand the basics of being a good “pet parent”, maybe with age they can learn to understand and respect the responsibilities of owning a dog. Consideration of a partnership with 4-H to work with children in dog shows, obedience and agility competitions, to continue to build than bond and understanding of dogs. A week long summer camp, where at the end of a week of activities and learning about an animal, they get to help care for a puppy for a day. A puppy parade, encouraging pet owners and their kids to come, socialize, and speak with others about their own experiences and what they know about their pets.

Certification Labeling stores, companies, shops and breeders with SPEAK certification, would help owners determine what places are trustworthy, or highly recommended. It could help wean out the back yard breeders, puppy mill pet shops, and hopefully educate those people on those issues as well. Certification could even expand to books or online to help keep people from being misinformed.

ThE LiTtLe ReD LeAsH CaMpAiGn SPEAK

INTRODUCTION | BACKGROUND | BRAND GUIDELINES | SPEAK ORGANIZATION

BOXER 59