ROLE
Design consultant
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TIMELINE
4 months - ongoing
DELIVERABLES
Branding
UX/UI design solutions
TOOLS USED
Figma, Photoshop,
Illustrator
COLLABORATION
Client
BACKGROUND
What is Goldendoodle Baby
Goldendoodle Baby raises health-tested, family-raised Goldendoodles and provides ongoing support to help families find the right companion.
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Business value initiative
Goldendoodle Baby needed a stronger online presence to increase visibility, build trust with prospective families, and support puppy adoption inquiries. The redesign aimed to strengthen the brand, improve discoverability, and create a more engaging customer experience.
The challenge
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Low brand visibility and website traffic.
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No cohesive visual language.
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Brand personality not clearly reflected.
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Limited visual engagement.
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Content strategy and messaging was limited.
Business goal
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Build trust and credibility with prospective families.
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Increase puppy adoption and reservation inquiries.
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Improve SEO performance and organic search.
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Reach a wider market outside of Idaho.
BRAND & IDENTITY
Design solution
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Create a refreshed visual identity that reflects warmth, care, and personality.
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Develop a content strategy that feels friendly and informed throughout the adoption journey.
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Improve visibility of available and upcoming litters while creating clearer paths for families to inquire.
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Enhanced SEO and site structure to help with discoverability.
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Design flexible page templates and components to support future content growth and updates.
Tagline strategy
To reinforce the emotional connection between families and their future companion, I brainstormed with client to develop the tagline.
The message shifts the focus from the breeder to the lifelong bond families build with their Goldendoodle, helping communicate the warmth, companionship, and care at the heart of the Goldendoodle Baby brand.
Old tagline
Goldendoodle breeder
New tagline
We create more than pets. We create best friends.
Logo design
The updated logo became the foundation for the refreshed visual identity, helping create a consistent and memorable brand experience across the website and supporting marketing materials.
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I designed the logo to better reflect the warmth, care, and personality behind the brand. Softer curves were introduced to create a friendlier feel while maintaining a clean, professional appearance.
The result is a logo that better represents the joy, companionship, and sense of connection families experience when welcoming a new Goldendoodle into their lives.
Old logo
New logo
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Primary color palette
The new color system was designed to reflect the personality of the Goldendoodle Baby brand while creating a welcoming and memorable experience for prospective families.
Soft green (#659FAC) is the primary color brightened up a bit to better represent a welcoming, new beginnings tone.
Playful pink (#E263B2) was introduced as a complementary accent color to convey love, joy and puppy affection
Blush pink (#F8BCD7) was added as a supporting color to create contrast on darker backgrounds while introducing a sense of warmth and connection.
Calming blue (#6FADCA) was added as a supporting color for page layouts and content sections to improve visual hierarchy , guide users and create trust.
Near black (#0A0A0A) was chosen to soften the harshness of pure black while maintaining strong readability and accessibility.
Iconography
Used the refreshed pink and green color palette for the designed icons to help create a welcoming experience for families exploring the journey of bringing home a new puppy.
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Beyond aesthetics, the icons also improved content hierarchy and scannability, helping users quickly navigate information while adding personality and consistency across the experience.
Illustration style
Whimsical illustrations and heart motifs were introduced to express the warmth, love, and personality of the Goldendoodle Baby brand.
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The illustrations work alongside puppy photography to create a playful, emotionally engaging experience that helps families connect with the brand and envision life with their future companion.
Typography
Lora was selected for the logo and H1 headings to bring warmth, personality, and a sense of trust to the brand.
Poppins was chosen for the strapline, supporting headings, and body text for its clean, modern, and highly legible letterforms.
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Together, the two typefaces create a balance of professionalism and approachability that reflects the Goldendoodle Baby experience.
Lora
abcdefghijklmnopqrstuvwxyz
Poppins
abcdefghijklmnopqrstuvwxyz
Tone of voice
Warm, trustworthy, and family focused. Content was designed to build confidence, educate prospective families, and support the adoption journey while improving SEO through thoughtful content strategy, search-friendly messaging, and clear content organization.
VISUAL DESIGN
Selected website pages
The goal of the visual redesign was to create a more welcoming and memorable experience that reflected the care, personality, and professionalism behind the Goldendoodle Baby brand. Every design element was intentionally created to build trust, support the adoption journey, and celebrate the excitement of bringing home a new forever puppy!
