I Speak Dog brand identity


I Speak Dog is a Canberra based dog obedience business. As the business is focussed on the skills and service delivered by the owner it was important that the brand identity capture their personality.


Our briefing process uncovered key information about the business owner, their history, skills, and business aspirations. We identified the target audience, competition and worked to define the unique selling point (USP). This information formed the basis of our brand strategy, from which we identities the key brand touch points to deliver, now and in the future.


The brand identity captures the vibrant and encouraging personality of the business owner. Its bold and simplistic colour palette, form, and life work will help it stand out from the competition. Because of this the brand identity serves as a platform to build strong brand experiences that are recognisable and engaging. We undertook an on location photo shoot to create a catalogue of portraiture and “in action” shots. A key component of the brand strategy was creating the digital communications suite. We created a bespoke WordPress template with a focus on content marketing, i.e. videos, PDF content downloads, hints and tips. We developed an e-newsletter template to keep customers up to date, and this is also achieved through a Facebook page.



Through the I Speak Dog brand identity project we successfully:

  • Created a brand strategy that focused on print, digital, and environmental channels to expose the brand.
  • Created an engaging and vibrant brand identity that offers engagement, consistency, and flexibility.
  • Focused the digital communications on delivering relevant, valuable, and free information.

Print brand experiences

With the I Speak Dog brand experiences we strived to capture the bright and caring nature of the business owner. The print brand experiences afforded the use of bold line work and colour, coupled with practical templates for the letterhead (provided as a Microsoft Word template) and flyer.


We undertook a photoshoot to capture portraiture and dog obedience training. The created a catalogue of photographs that will serve a multitude of print and digital brand experiences.


I have really enjoyed the branding process with Fridge. They took the time to understand my business, explained the way the branding process worked and made sure I was happy before we moved to the next step. They made me stop and think about my business and what I wanted to achieve. This was critical to our success with the final products for my business.

They are professional, have great technical skills but are able to explain technical information easily. Fridge obviously loves what they do and that is reflected in the quality and creativity of the products they have produced for my business.

I would highly recommend Fridge to anyone looking at starting their business or looking to rebrand because of the way they work closely with their clients and brings such a creative perspective to your business. It was a pleasure to work with Fridge and I am thrilled with the outcome!

Marnie Rowe

Owner, I Speak Dog

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