Murphy’s Corner
Full brand identity for Savannah doggy daycare.
Brand CreativeThe Brief
Alongside the Hostess City Dogs project, we developed a brand identity for Murphy’s Corner, its non-profit arm dedicated to helping long-stay shelter dogs socialize by integrating them into the daycare environment.
The primary logo draws inspiration from a dog tag, symbolizing Murphy’s Corner’s ultimate goal—adoption. It features an illustration of the owner’s dog, Murphy, paired with supporting visuals that evoke a modern vintage aesthetic.
TYPOGRAPHY
The brand uses the same fonts as Hostess City Dogs, giving similarities to the two brands.
FONT HEIRARCHY
Applying Murphy’s Corner’s color palette softens the typographic direction compared to Hostess City Dogs.
A soft, elegant photography style further distinguishes Murphy’s Corner from its parent brand—an important distinction for long-term shelter dogs, who are presented as adoptable ‘good boys’ through imagery.
Murphy’s Corner incorporates supplementary visuals, such as a bone pattern and outlined icons, that complement the broader brand identity. Mockups highlight bandanas for the dogs and print-ready business cards.
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