DOGTV

Brand Guidelines
Creative + Art Direction
Full Design System
Broadcast Toolkit

Rebranding Pet Wellness for Mainstream Appeal

The Challenge: DOGTV, a science-backed streaming service designed to reduce canine stress and anxiety, needed to evolve beyond its niche positioning. The objective: modernize the brand to capture mainstream pet parents while maintaining credibility with existing subscribers.

The Insight: Pet wellness has moved from a specialty category to the standard expectation. The rebrand needed to honor both the joy of pet ownership and the genuine anxiety owners feel about leaving their dogs alone—a tension between play and responsibility.

The Solution: We developed a brand system that balances scientific legitimacy with emotional resonance—spanning strategic positioning, visual identity, and a motion toolkit for broadcast, digital, and marketing channels.

The Impact: A brand transformation that makes pet wellness accessible without compromising expertise—positioning DOGTV for category leadership in the expanding pet care landscape.