As part of the brand development process, it was important to establish a visual style for the brand relative to its advertising and public persona. Since the app is about matching dog owners to other nearby owners, I chose to use photographic imagery in the advertising to really visually illustrate the outcome of using the app and appeal to dog lovers. The advertising is simple - either with the app's slogan ("Find your dog's FUR-EVER friend") or with modular brief descriptions of play that I developed, e.g. 'Fetch with Fido', 'Catch with Coco', 'Walk with Winston'. In general, the visual style emphasizes bright, cheerful colors to complement the logotype and mark and the overall feel of the brand. It also avoids unnecessary text or visual clutter, letting the viewer instead focus on the fun being had by the dogs in the images.
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