Initial ideas
The initial campaign that I chose is the rebrand of ‘Good Dog’ done by Pentagram. Visually, this is an effective campaign, and the visual tone clearly conveys a light-hearted, playful brand design.
Campaign analysis
The personality of this brand is very clear through the illustrations. “These vibrant visuals have the power to captivate audiences, making your brand more memorable and engaging.” (Figure 1) This is reflected as the illustrations are creative and give the brand flexibility to create new similar campaigns for example, changing the animal breeds and illustrating them with a new theme. Furthermore, they keep the audience engaged with the unforgettable brand identity.
This campaign proves itself accessible with the large typography and easily understandable iconography. This opens itself up to engaging a large audience and being a more successful campaign. Furthermore, due to the clear focus on accessibility, the campaign does not exclude any audiences specifically. Instead, it focuses on really engaging the audience of pet lovers that want a new pet from a respected breeder. This campaigns panders perfectly to the target audience of pet lovers by using illustrations of pets with different light-hearted designs. This target audience is clear through the new slogan introduced in the campaign, ‘Bring your new best friend home’ and this tagline is effective in appealing to dog lovers as this tone of voice is encouraging and gives the brand a fun personality.
In order to reach a wider audience, the art director could have orchestrated more illustrations of animals rather than just 5. This could have reached a bigger audience and allowed the brand to be more flexible on their website, with merch or even for future campaigns.
To make this campaign more effective, I would create a larger variety of pet illustrations to benefit the brand identity and create a stronger visual campaign. Furthermore, I would focus on a wider variety of dog breeds as there are only a limited few represented throughout the branding. “The use of dogs in marketing sparks emotion and feel-good vibes, which lead to many consumers feeling more optimistic and willing to take risks.” (Figure 2) Therefore this inclusion and more content would attract the target audience as dog lovers may see their favourite dog and want to see more, being more likely to engage positively with the brand.
Similar Competitors
After researching this campaign, I viewed other related pet branding campaigns. Many of them were similar through their bold typeface, illustrations and iconography. The relation between these designs is significant as the ‘Good dog’ campaign becomes more effective if the user feels familiar with the connotations of each aspect of the design. For example, if a user recognises and associates hand-drawn dog illustrations with pet breeding websites, the user will feel more familiar with the brand, therefore trusting it more.
However, these competitor campaigns are typically less effective than the campaign created by Pentagram due to their colour palettes which are much less aesthetically pleasing and have less brand identity. Whereas, the good dog campaign is very clear with its purpose throughout the campaign, especially with the synchronised typography and design.
Through my research on the ‘Good Dog’ campaign, I utilised some of the key components in my own work. For example, on my 5 a day project I utilised a bold and accessible font as I decided that was effective due to my campaign research. Furthermore, the key visual aspects inspired me to work on a strong visual identity for my brand as the art director.
References
Figure 1 – Periera (2025) How Cartoon Illustrations enhance brand identity How cartoon illustrations enhance brand identity (Accessed 1st March 2026)
Figure 2 – Pooch&Pineapple (N.D) 6 tips for using dogs in advertising – an ethical brands guide 6 tips for using dogs in advertising – an ethical brands guide – Pooch & Pineapple (Accessed 1st March 2026)