Serenity Pet Salon & Spa, Madison, Wisconsin’s premier dog grooming salon founded by internationally recognized pet groomer Lis Johnston, provides a world-class grooming service in an environment of safety and fun, designed to minimize stress and increase happiness. Lis was in need of revamped brand visuals to match her updated brand identity after going through our agency's brand strategy process.
I was responsible for the planning, strategy, design, and execution of all logo and brand development.
A modern typeface with subtle character replaced the traditional script, creating a more elevated yet approachable brand identity. The owner’s poodle, previously represented by a small illustration of its head within the original floral mark, was reimagined as a full-body line drawing to maintain its meaningful presence in the brand. The illustration’s linework was customized to mirror the varying stroke widths of the typography, creating a cohesive visual identity.
