Pawpal
PROJECT
BRAND STRATEGY & UI DESIGN
COURSE
GR 365 STRATEGIES FOR BRANDING
INSTRUCTOR
DAVID BLANKENSHIP
SEMESTER
FALL 2024
[THE PROBLEM]
Create a clear, friendly, and trustworthy system that allows university students to book or provide flexible, affordable dog care services, addressing both time and budget constraints.
[BACKGROUND]
PawPal is a student-founded platform launched in 2022. It connects dog-owning students with certified, trusted student caregivers, offering a practical, community-based care solution. Unlike broader services like Rover or Wag!, PawPal is designed specifically for campus life, bridging companionship and income needs within tight-knit student networks. The brand had to feel reliable, easily accessible, and tailored to fast-paced student routines.
[SOLUTION]
I developed a strategic identity system rooted in the values of student life, Simple, Agile, Flexible. A rounded sans-serif logotype paired with warm yellow-brown tones evokes trust and friendliness, while a minimalist paw-and-ear icon builds instant brand recall. The visual system extends into a responsive UI kit including a booking app, website, and social assets. From “PawPal Express” walks to full-day care, every interaction reinforces a student-first approach, balancing emotional tone with usability across all digital and physical touchpoints.
