Client: Sydney's Friends
Role: Visual identity design, art direction of website, brand voice, business collateral design, copywriting & editing
Story: Sydney’s Friends is a nonprofit dedicated to supporting pets and their people by providing essential resources to owners in need. The brand identity was designed to build trust and approachability with the people it serves, inspired by the natural calm and expansive beauty of the Blue Ridge Mountains that define the area.
The visual system balances refinement with warmth. It is considered and intentional, but never sterile or overly polished. At its center is Sydney, the dog who inspired the organization’s name. Her illustration breaks the boundary of the mark, as she leans forward to meet the viewer and reinforcing the organization’s spirit of connection and care. Lightly rounded typography and soft forms further convey a sense of safety, compassion, and accessibility.
More than a visual treatment, the identity functions as an expression of the organization’s values. It's an open gesture that communicates reassurance, dignity, and a promise of support.
