The New York Dog Spa & Hotel challenged us to elevate the brand while staying true to their spirit. Being the oldest Dog Daycare in New York City, they had a great reputation with current clientele and didn't want to isolate customers. This wasn't going to be a rebrand that "tried" to duplicate its competing corporate chains. In the end, we took the brand from a black and white personality to a more complex figure that still resonated with its customers.