Canine Coach is a dog walking and training service with a unique approach: every walk is also a training session, building consistent habits through repeated reinforcement. They came to me as a new business with a name, a concept, and an idea for their brand direction.

The centerpiece of the brand is Coach Barkley, a character persona I developed to give the business a distinct and memorable identity. One of the key creative challenges was balancing two different needs within the same brand system. The primary logo needed a generic, versatile dog graphic that would work cleanly across all applications. Coach Barkley needed to feel like a real character with personality and specificity. Getting those two elements to coexist without competing took deliberate creative decisions about style, proportion, and level of detail.

Coach Barkley anchors the brand's personality, approachable and energetic but with a professional edge that sets Canine Coach apart from a typical dog walking service.

From there I built out the full brand system: primary logo, secondary marks, color palette, and typography, all designed to work across print and digital applications. I applied the brand across business cards, apparel, signage, and social media graphics, giving the business a complete and consistent visual identity to launch with.

This is an ongoing client relationship as the brand continues to grow.