Your dog is your best friend, but how much do you really know about him? MetaDesign recently created the branding for Embark, a startup that uses genetic testing to provide dog owners with insights into their pets. Brady Boyle, lead designer on the project, discusses the evolution of the visual identity with Hozy Rossi.
HR: You had dogs growing up. You bring your dog to the studio. Were you psyched to be working on a dog project finally?
BB: Not only was it a dog project but it was a new brand. Those are the best things that come in the door. They didn’t have an existing logo, and the client seemed super excited and receptive. The strategy was good. It was exciting.
HR: So what was the brief? What was your understanding when it came time to design?
BB: The brief was “promising discovery.” That was the positioning, and it was about going on a journey with your dog and understanding where your dog came from so you could create a better path for them in the future. That blends well with the name, because you’re embarking on a journey. So that was a good jumping-off point. It was playful. They didn’t want to be super scientific. They’re not trying to shove a bunch of data down your throat. They wanted to make a fun brand that would appeal to pet owners.