DogTV

Agency: TheLab
Role: Art Director and Designer
Team: Andrea Palaban (Creative Director), Liz Dibello (Creative Lead and Animator), Claire Purcell (Copywriter) Celeste Martearena (Photographer)

DOGTV is a unique streaming service for dogs, that touches both the entertainment and wellness spaces with science-supported content designed to alleviate stress and anxiety for dogs throughout the day.

They approached us to modernize their current brand and capture the attention of a mainstream audience without alienating the existing viewership. We wanted to incorporate an identity that brought more life to the brand and showcased dogs’ creativity and imagination.

We worked closely with the DOGTV team to create an all-new design system, a comprehensive brand book with guidelines and use cases, and a toolkit of over 70 assets spanning broadcast, marketing, and digital channels.

The art direction was updated to encapsulate the unique bond between dogs and their humans, and introduce pet parents into the brand photography for the first time. We also captured images at a macro-level to highlight detail and show the range of dogs’ emotions.

A woman with long brown hair and a white knit sweater is sitting and smiling while holding a large German Shepherd dog, both appearing happy and relaxed against a bright orange background.
Close-up of a cat's eye surrounded by multicolored fur, including black, orange, and white patches.

We refreshed the logo to bring in movement and play while preserving the heritage of a much-loved symbol.

A black-and-white still image of a building with multiple windows and a window air conditioning unit.
The image features logo art with a white dog silhouette with black collar, set against an orange circle. Below, the text 'DOGTV' appears in bold orange and white letters.

DOGTV’s new style channels joy with a colorful new palette, a playful illustration suite, and a new brand font — Ginto Nord.

Cover of a book titled 'Happiness is a Warm Puppy' with the image of a cute Australian Shepherd puppy with blue eyes against a yellow background.
Smiling man with short dark hair and a dog sitting on his shoulder against a two-tone background with pink and beige colors.
Two dogs lying close together, one with black and white fur and the other with brown and white fur, on a beige surface.
Color palette with six colored swatches labeled: DOGTV Orange, Seadog Blue, Panting Pink, Heckin Red, Retriever Gold, and Snoot Noir, Tasty Bone, Teefie White.

The identity system was applied across various marketing channels and a new broadcast toolkit for their streaming service content.

A colorful outdoor advertisement promoting dogs, with images of dogs and people, and text that reads "Designed by clever humans. Enjoyed by all good dogs."
Blue lanyard with orange and pink design, printed with 'Poop Bags & Dog Treats' and logos, with a metal clip at the end.

All animation by Liz DiBello

We wrapped up the project with an extensive 75-page brand guideline to lead the way for future campaigns.

A digital presentation layout featuring a variety of slides focused on dog branding and content. Included are slides with playful typography, a photo of a black puppy on an orange background with clouds, and graphics showcasing logo variations with colorful dog icons and text.